Neopharm, a beauty and healthcare company led by CEO Kim Yang-soo, is intensifying its market strategy in Japan through the participation of its medical skincare brand, ZEROID, in an offline event hosted by the e-commerce platform Qoo10.
ZEROID is participating in the 'MEGA POPUP – Discover Beauty Planet' event taking place at MEDIA DEPARTMENT TOKYO in Shibuya, Tokyo, running until September 6. This popup coincides with Qoo10's quarterly promotional period, allowing consumers to experience various beauty brands in one location.
Approximately 25,000 visitors are anticipated, making the event a consumer-engagement opportunity that seamlessly connects offline experiences with online purchases. The event will also leverage on-site content for social media expansion.
At the 'Qonly' booth, ZEROID will introduce its flagship product, the Intensive Cream, which is designed for dry and sensitive skin. The cream incorporates Neopharm's proprietary MLE® technology, mimicking the skin barrier, alongside Defensamide, an ingredient that protects the skin from external irritants. This product focuses not just on hydration, but on improving damaged skin barriers as a key offering of ZEROID.
Previously, Neopharm has expanded its presence in Japan through promotions centered around its sensitive skin barrier brand, Real Barrier, participating in local offline events. The company plans to strengthen its brand portfolio by engaging in this ongoing promotional event, which runs until September 9, across various channels.
According to a Neopharm representative, this popup represents a significant opportunity for Japanese consumers, who have previously interacted with the brand through online channels, to directly experience ZEROID's flagship product. They noted plans for continuous online and offline marketing connected to local distribution channels to enhance brand recognition in the Japanese market.
