Iconic beauty brand Hanskin participated in the 'Musinsa Beauty Festa in Seongsu' held from August 21 to 23 in Seongsu-dong, Seoul, successfully completing an experiential pop-up focused on its flagship product, the PDRN Pink Ball Glow Serum.
Now in its third year, the 'Musinsa Beauty Festa in Seongsu' featured approximately 60 beauty brands, transforming Seongsu-dong into a large beauty festival. The super early bird tickets sold out in just 48 seconds, followed by the general tickets, which also sold out quickly, demonstrating high consumer interest. Hanskin created an area that highlighted the product's distinctive pink ball formulation and color, effectively conveying its unique visual identity.
In addition to product experiences, engaging consumer participation programs, including a 'Pink Ball Shaking Game' and a lottery event for purchase confirmations, received enthusiastic responses. Customers were incentivized to follow the brand's official social media channels, receiving PDRN serum mask packs and the chance to win full-size serums. The event also offered all seven products from the Hanskin PDRN line, along with a special Musinsa exclusive set, facilitating a seamless transition from onsite experiences to actual purchases.
The main product featured, the PDRN Pink Ball Glow Serum, is formulated with patented lotus PDRN developed through Celltrion's biotechnological expertise. It aims to even out skin tone, address blemishes, and provide deep hydration and vitality. A key differentiator is its unique shaking pink ball formulation.
Through this pop-up, Hanskin executed an integrated online-offline marketing strategy connecting product experiences, social media content dissemination, influx into brand channels, and onsite purchases. During the event, over 5,000 visitors engaged with the Hanskin pop-up booth, resulting in increases in Musinsa store sales and followers on official social media channels.
Recently appointing models Risen Minami and Jenna, Hanskin plans to expand its reach among the MZ generation visiting Seongsu-dong, enhancing its trendy brand image while building on its existing heritage. A Hanskin representative stated, 'This pop-up was designed to allow consumers to directly experience the unique formulation and brand message of our flagship PDRN serum. We will continue to actively engage with young consumers through various online and offline touchpoints.'
