Sulwhasoo, a global luxury beauty brand, is making its formal entry into the Japanese market by launching its first official pop-up store at the renowned Isetan Shinjuku department store. This initiative marks a strategic step in targeting Japan's luxury beauty sector.
Currently operating over 600 stores in 15 countries, Sulwhasoo continues to enhance its presence as a global luxury beauty brand. This year also marks the 60th anniversary of the introduction of the ‘ABC Ginseng Cream,’ the world’s first cosmetic product featuring ginseng. The entrance into the Japanese market provides an opportunity to introduce the brand's heritage and philosophy surrounding ginseng research developed over the past six decades to Japanese consumers.
Before launching in Japan, Sulwhasoo has been engaged in activities to increase brand awareness. In May, the brand conducted a pop-up event on Japan's leading beauty platform, @cosme, and followed this in August with a brand launch event for key beauty media, retailers, and influencers. This event showcased Sulwhasoo's philosophy, key products, and the history and research surrounding ginseng, along with collaborative content and sampling programs established with the renowned beauty magazine, BITEKI Grand.
To celebrate its market entry, Sulwhasoo will operate its pop-up store from September 5 to October 13 at the first floor of Isetan Shinjuku. This pop-up represents Sulwhasoo's first official appearance in a Japanese department store and is seen as a significant starting point for expanding its brand presence in Japan.
The pop-up will emphasize Sulwhasoo's 60-year ginseng heritage, featuring key products such as the Jaum Balancing Cream and Yoon Jung Essence. Visitors will be able to experience these products firsthand, along with unique brand experience programs like hand massages and specialized service offerings. Additionally, a separate brand experience program and promotional activities will be available for VIP customers.
A representative from Sulwhasoo stated, “Entering the Japanese market allows us to share our philosophy of ginseng research and beauty in Korea with a larger audience of Japanese consumers. We aim to continuously expand our touchpoints with Japanese customers through various online and offline channels and by providing differentiated brand experiences.”
Sulwhasoo is enhancing its customer touchpoints through key online and offline channels in Japan, including Isetan Shinjuku, ISETAN BEAUTY ONLINE, Qoo10, Amazon Japan, and @cosme SHOPPING. This move is set to further strengthen the brand’s position in the local luxury beauty market.
