Revival of 'Pulme'... 'Lotte × Allure Beauty Fair' Outdoors After 3 Years

Lotte Department Store to Host Beauty Fair with Allure Korea at Lotte World Tower on 16-17
Color Cosmetics Sales Up 30% Since Reopening... 40% Growth This Month
Over 40 Famous Domestic and International Beauty Brands Participate in 'Outdoor Festival' Concept

The 2019 'Lotte × Allure Beauty Fair' scene.

[Asia Economy Reporter Yuri Kim] Lotte Department Store is hosting a large-scale beauty event with an outdoor festival concept for the first time in three years.

Since the reopening of the economy, more people have started doing 'full makeup' again, and with the arrival of autumn, the enthusiasm is growing even stronger. In fact, sales of color cosmetics representing full makeup such as lipsticks, blushers, and eyeshadows at all Lotte Department Store locations increased by 30% from May to August compared to the same period last year after reopening. This month, sales have risen by 40% as of the 13th. This reflects the demand from customers preparing for full makeup as the summer season, which typically sees low demand for color cosmetics due to hot and humid weather, ends and the autumn season with more outdoor activities begins.

Lotte Department Store announced on the 15th that it will hold the 'Lotte×Allure Beauty Fair,' an outdoor festival-style event, from September 16 to 17 at the World Park Lawn Plaza in Jamsil Lotte World Tower in collaboration with the beauty magazine Allure Korea. The Lotte×Allure Beauty Fair, first held in October 2019 and beloved by so-called "Kodeok" (cosmetic enthusiasts and makeup fanatics), is returning for the first time in three years with the reopening.

At the Lotte×Allure Beauty Fair, best-selling products selected directly by customers will be offered exclusively with special benefits at Lotte Department Store. The top-selling items in major beauty categories such as essences, foundations, lips, and eyeshadows at Lotte Department Store during the first half of this year have been selected, and a total of 30 exclusive 'Consumer Pick' sets have been prepared. For example, purchasing the best-selling essence item, Est?e Lauder’s Brown Bottle Serum, or the best-selling eyebrow item, Benefit Precisely My Brow Pencil, will come with additional gifts of Est?e Lauder Micro Essence and Benefit Gimme Brow+ Deluxe (not for sale), respectively. The Consumer Pick sets will be available in limited quantities at all Lotte Department Store branches and on Lotte ON until September 25. In addition, 70 'Best of Beauty' items selected through blind tests and 70 'Editors' Pick' items recommended by Allure Korea’s beauty editors will also be available with special benefits.

Various events that customers can participate in and enjoy have also been prepared. Fourteen beauty brand booths favored by the 20s and 30s generation, including Charlotte Tilbury, Annove, Centellian24, and Dr. Forhair, will be operated. Customers can visit each booth to experience various items leading the beauty trends for the second half of the year firsthand and participate in events such as 'Lucky Draw' to receive prepared gifts. Multiple photo zones will be set up, and customers who upload certification shots on SNS with essential hashtags will receive gifts as well.

Special gifts are also prepared for 6,000 customers who register in advance. The first 6,000 visitors (including one companion per person, totaling 12,000 people) who make an online reservation and visit will receive a beauty kit containing deluxe samples from 31 brands such as Neogen, Labcos, Biotherm, Beyond, and Illiyoon.

For customers who missed the opportunity due to early closure of advance registration, Lotte Department Store will also offer a 'Lotte×Allure Beauty Fair Reusable Shopping Bag' containing a beauty kit exclusive to advance registrants to customers who purchase Consumer Pick sets at some Lotte Department Store locations and on Lotte ON on a first-come, first-served basis. This gift is available when spending over 200,000 KRW at Lotte Department Store’s Dongtan or Busan Main Branch or when joining the 'On & The Beauty' club, a beauty-only membership on Lotte ON, and spending over 150,000 KRW on Lotte ON. On Lotte ON, customers purchasing Consumer Pick sets can receive up to a 9% discount, plus up to an additional 10% instant discount depending on the payment card used. An additional L.Point accumulation promotion is also underway for On & The Beauty club members.

This content was produced with the assistance of AI translation services.