Barber Service & Styling Class... Lotte Department Store Men's Beauty Popup

August 26 - September 3 at Jamsil Lotte World Mall 1st Floor
Men's Skincare Brand Biotherm Homme Pop-up
Beauty Sales Up 10% Jan-Jul... Men's Beauty Up 20%

Lotte Department Store announced on the 22nd that it will open a men-only beauty popup store in collaboration with 'Biotherm Homme.' The strategy is to capture the growing number of 'groomingjok' customers.

Biotherm Homme [Photo by Lotte Department Store].

Recently, as demand for men's beauty products has increased, the groomingjok, referring to men who spare no effort in fashion and beauty, is being re spotlighted. According to Custom Market Insights, a global market research firm, the global men's beauty market size is expected to grow to about $110 billion by 2030, more than doubling from $55 billion in 2021. From January to July this year, Lotte Department Store's total beauty sales increased by 10% compared to the previous year, with men's beauty sales growing 20%, centered on luxury skincare, showing an above-average growth rate.

Lotte Department Store will showcase the Biotherm Homme popup for the first time in the industry from August 26 to September 3 at the 1st floor Atrium of Jamsil Lotte World Mall. Biotherm Homme is the men's exclusive line of the global skincare brand Biotherm, and this is the first time in Korea that a Biotherm Homme popup exclusively for men, not Biotherm, is being held.

The newly launched 'Homme Force Supreme Peel Essence' will be introduced first, along with various purchase benefits. It is a '4-in-1' product that allows men with rough but sensitive skin to manage pores, texture, radiance, and wrinkles all at once. It will be exclusively available at the popup from August 26, about a week earlier than the official release date (September 1). The first 100 customers who purchase the Homme Force Supreme Peel Essence at the popup will receive gifts worth 87,000 KRW and a 15% discount. Popular steady-seller items among men, such as 'Aquapower All-in-One,' will also be sold in special sets.

The popup will also offer experiential services for groomingjok. Operating a 'Grooming Bar' with famous barbershops Billycat and Slimdog, it will provide 'barber services' such as hairline and eyebrow trimming, as well as shaving & skincare services using Biotherm Homme products. 'Grooming Shows' and 'Styling Classes' will be held where customers can learn skincare methods and fall/winter (F/W) season trends with experts. A skin consulting service using professional devices to recommend products tailored to individual skin types will also be offered. All services are free, and detailed information including reservation methods will be provided through the Lotte Department Store application (app) starting August 25.

A golf putting game will be installed inside the popup, and customers who succeed in a hole-in-one will receive a set of three golf balls on a first-come, first-served basis. Customers who bring empty skincare product containers, regardless of brand, to the popup store will receive a limited quantity of four photocard sets of Biotherm Homme ambassador actor Park Bo-gum.

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