Amorepacific US Launches its First-Ever Global Beauty Pop-Up Shop in Partnership with Marie Claire USA
Amorepacific US Inc. Launches its First-Ever Global Beauty Pop-Up Shop with a Celebratory Event in Partnership with Marie Claire USA
Marie Claire’s USA magazine recently partnered with Amorepacific to launch the beauty brands first ever global beauty pop-up in New York City. The shop, located on Bleecker Street, kicked off with an exclusive grand opening event which also celebrated Marie Claire’s May issue dedicated to global beauty. Influential attendees were invited to persue the shop, featuring fragrance, color and skincare, and be a part of an exclusive conversation spotlighting Korean beauty and skincare, led by Marie Claire Executive Beauty Editor, Jennifer Goldstein, Amorepacific US President, Jessica Hanson and the Co-Founder and Chief Curator of Soko Glam, Charlotte Cho.
There were activities, such as a panel, influencer appearances, on-site beauty treatments and sampling of hero products. Visitors received a 10% discount for purchasing on site in addition to exclusive gifts with purchase. One day was devoted to facials. “One of the lesser-known facts about our brand is that we have aestheticians that do private services in Bloomingdale’s and Bergdorf Goodman. They are specifically trained on Korean beauty rituals and we will have a variety of offerings,” Hanson said. The pop-up, which will remain open through May 25th, features a selection of products from top Amorepacific US brands, including AMOREPACIFIC, LANEIGE, Annick Goutal, Sulwhasoo, Mamonde and Iope. This is the first time all of these brands will be available in the same space, reinforcing the company’s leadership in global beauty.
To support the pop-up, Marie Claire USA featured the brands in its May issue dedicated to global beauty. Additionally, pop-up visitors can shop the magazine editorial staff’s favorite picks. “As the leading global beauty company from South Korea, Amorepacific is the perfect beauty for us to celebrate our annual May Global Beauty issue,” said Nancy Berger, vice president, publisher and chief revenue officer for Marie Claire. “Our May issue features the annual Prix d’Excellence de la Beauté awards, highlighting the standout beauty products from around the world, for which Amorepacific won for their Essential Creme Fluid.” Berger added the pop-up experience offers the chance for visitors to “immerse themselves in a brand’s DNA.”
“Through our Global Beauty platform, Marie Claire has been dedicated to discovering products, ingredients, and technologies that help women feel more beautiful from around the world,” said Nancy Berger, Marie Claire VP/Publisher and Chief Revenue Officer. “As the leading global beauty company from South Korea, Amorepacific is the perfect partner for us to celebrate our annual May Global Beauty issue. Our May issue features the annual Prix d’Excellence de la Beauté awards, highlighting the standout beauty products from around the world, for which the AMOREPACIFIC brand won for their Essential Creme Fluid.”
A focus will be on education, especially since there is still confusion in the U.S. about Korean-beauty. “Some people wonder what Korean-beauty is? Is it a weird ingredient? Is it a new texture? Is it a new innovation? The answer to all that is, yes,” Hanson said. “But before that, the heritage of Korean beauty is that the way Korean women take care of their skin is quite different than the way American women take care of their skin. Skincare is having an awakening and being incorporated into health and wellness. It used to just be about ‘fix this problem,’ and do it quickly. Now we are in a holistic state and that’s what Korean beauty has been about.”
“Marie Claire has the authority when it comes to global beauty. They are always on the pulse of the most innovative and productive products from around the world, so when we thought of a partner to launch our pop-up store with the spotlight on global beauty, they were a perfect fit,” explains Jessica Hanson, President of Amorepacific US. “We’re thrilled to open our pop up here in New York City and give consumers the opportunity to experience our leading brands in one location.”
Photos: Alek Kusak Smith