K-Beauty and Experiential Retail
To stand-out in a crowded market, beauty brands have been heavily investing in experiential retail where customers can try on their products and learn more about the brand through storytelling.
Breakout beauty brand Medicube, for instance, started offering appointments for customers interested in trying out their skincare technology at their “Space Dosan” store in Seoul. Staff assist customers with the application of their products and teach them how tu use their devices in-store. The service is so popular that Medicube had to start taking reservations. According to Medicube’s parent company, APR Co, “Providing a direct, offline experience is becoming essential to conveying a brand’s full value.”
Amorepacific’s Sulwhasoo brand, on the other hand, has chosen to focus on storytelling by introducing experiences centered around its heritage. The brand frequently hosts interactive workshops at its flagship store Bukchon Sulwhasoo House in Seoul where guests can learn more about ginseng research and create custom ginger-scented sachets and bath soaks using the brand’s signature ingredients “Beauty Saponin” and “Jaumdan”.
The initiative is so popular that when Sulwhasoo opened registration for the workshops in July, more than 1800 bookings were made within days. Subsequent monthly sessions often sell-out within the hour, and just this month, Sulwhasoo started charging a small participation fee for the workshop.
The History of Whoo, similarly, started offering beauty classes for VIP customers at well-known department stores like Lotte and Shinsegae. Each session includes a high-end experience where participants get to enjoy private catering and take on traditional experiences like creating a royal pouch. Since January, over 900 VIP customers have signed up for the event.
