Sulwhasoo and CDFG salute an anti-aging hero with Haitang Bay Ginseng Lounge pop-up

The striking, multi-sensorial pop-up is the first project born from Sulwhasoo parent company Amorepacific and CDFG’s strategic partnership

CHINA. Amorepacific-owned prestige skincare brand Sulwhasoo has teamed up with China Duty Free Group (CDFG) to open a ‘Ginseng Lounge’ pop-up at the Sanya International Duty Free Complex in Haitang Bay, Hainan. It will run throughout March.

The Sulwhasoo Ginseng Lounge houses an array of customer events while showcasing interactive digital content and CDF-exclusive sets. It also utilises a number of retailtainment elements to highlight the brand’s anti-aging hero ‘Concentrated Ginseng Renewing Serum’.

The Concentrated Ginseng Renewing Serum is Sulwhasoo’s main firming essence. The brand has sold over 700,000 units of the serum since its release in 2018.

Developed by the Sulwhasoo Heritage and Science Centre, the anti-aging serum has been infused with Ginsenomix, which offers up to 6,000 times the average amount of rare saponin concentrate, compared to other ginseng-based serums in the market.

The Ginseng Lounge combines interactive live events, digital displays, gamification and product exclusivity to delight shoppers at the CDF Mall

At the Sulwhasoo Ginseng Lounge, visitors can enjoy live Ginseng cocktail masterclasses and interact with digital displays to learn all about Sulwhasoo’s Ginsenomix technology. They can also take selfies in a Polaroid photo booth or participate in various Ginseng-themed games to win special prizes.

At the pop-up, customers are able to purchase CDF-exclusive Sulwhasoo Concentrated Renewing Serum Trial Kits. The kits offer the Concentrated Ginseng Renewing Serum along with a selection of samples from Sulwhasoo’s hero anti-aging line.

The Sulwhasoo Ginseng lounge was officially opened on 12 March. To celebrate the opening, local KOLs were invited to attend a digital live event on Yizhibo. Sulwhasoo brand ambassador, famed South Korean actress Song Hye-Kyo, sent a video message to celebrate the pop-up. Ms Song is most well-known for her roles in South Korean dramas ‘Descendants of the Sun’ and ‘Encounter.’

Amorepacific and CDFG have partnered to support each other’s mutual growth within China’s booming offshore duty free market on Hainan island

The Ginseng lounge is the first project born from Amorepacific and CDFG’s strategic partnership. As reported, the deal — officially signed during a virtual ceremony on 13 October 2020 — aims to expand the presence of Amorepacific’s brands across CDFG’s retail network, particularly in Hainan province.

It will also drive significant investment into the marketing and digital transformation of Amorepacific’s brands with CDFG. The partners have also committed to support each other’s mutual growth amid a rapidly evolving market.

Amorepacific SVP of Global Travel Retail David Park commented, “As we continue to adapt to the changes in the global travel retail market and in Hainan, Amorepacific hopes to achieve a deeper understanding of Chinese customers and their duty free shopping experience through the partnership with CDFG.”

Blockbuster success: Over 700,000 units of the Sulwhasoo Concentrated Ginseng Renewing Serum have been sold since its launch in 2018
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