THE WHAT? Amorepacific-owned Sulwhasoo has opened its Ginseng Mansion pop-up artwork house in Shanghai, marking 60 years of the luxurious skincare model’s analysis and improvement into ginseng-based formulations.
THE DETAILS Positioned at No. 1 Xintiandi North Block, the three-and-a-half-storey pop-up combines product discovery, ginseng analysis, skincare consultations, conventional craftsmanship and modern artwork. The house traces the event of Sulwhasoo’s ginseng analysis from its first ABC Ginseng Cream in 1966 by way of six generations of innovation, whereas additionally launching the model’s first year-round Sulwhasoo Artisan Membership artist collaboration programme in China. Open from August 29 to September 13, the activation varieties a part of Sulwhasoo’s efforts to attach its scientific and cultural heritage with customers within the Chinese language market.
THE WHY? The Shanghai activation reinforces Sulwhasoo’s positioning in China’s luxurious skincare market through the use of its 60-year ginseng analysis heritage as a degree of differentiation, whereas combining science, artwork and experiential retail to strengthen the model’s presence in a strategically vital market.
Supply: PR Newswire
