LG Household & Health Care's VDL Opens Pop-up Store in Tokyo to Target Japanese Market

Promoting Key Products Such as Tone Stain Primer
Up to 41% Off During Qoo10 Mega Wari Event

LG Household & Health Care announced on June 10 that its premium makeup brand VDL has opened a pop-up store in Tokyo, Japan, aiming to expand its connection with MZ (Millennial and Generation Z) customers. VDL is also strengthening its marketing efforts through online channels as it intensifies its push into the Japanese market.

VDL held a pop-up store for one week starting from the 21st of last month at Japan's largest beauty platform, @COSME Tokyo. Provided by LG Household & Health Care.

VDL held a pop-up store for one week starting from the 21st of last month at Japan's largest beauty platform, @COSME Tokyo, where it showcased a variety of new products including the Tone Stain Color Correcting Primer. The @COSME Tokyo store is located in Harajuku, a popular shopping district frequented by Japanese MZ generation and tourists. VDL opened an exclusive pop-up store on the second floor of @COSME Tokyo to promote its brand and products.

At the pop-up store, the "Experience Zone," where visitors could try VDL's popular products such as the Tone Stain Primer, Cover Stain Perfecting Cushion, and Cheek Stain Blusher all in one place, proved to be especially popular. The Tone Stain Primer naturally corrects the skin's original tone, creating a bright and clear complexion. It also increases the longevity of makeup, which has earned it the nickname "Glass Primer" in Japan.

The VDL pop-up store was crowded with visitors throughout all seven days. Beauty influencers, cosmetics enthusiasts, and YouTuber Momochi also visited the pop-up store, showing keen interest in VDL.

Prior to the pop-up store, VDL also held an "atcosme Experience Group" event online. The company provided full-sized Tone Stain Color Correcting Primer Serenity to 500 Japanese customers for them to try. The event received an explosive response, with about 50,000 people applying to participate.

Additionally, VDL is boosting sales by participating in "Mega Wari," a large-scale discount event hosted by Japan's leading online shopping mall Qoo10. Over the past year, VDL has achieved an average quarterly sales growth rate of 44%. During the "June Mega Wari," which runs through the 12th, VDL is offering its bestsellers and special sets at discounts of up to 41%.

A VDL brand representative said, "VDL is growing rapidly in the Japanese market, having entered around 1,000 offline beauty stores including Don Quijote, Ainz & Tulpe, @COSME, and Loft. We will continue to expand our online and offline customer touchpoints, especially among the MZ generation, to lay the foundation for further sales growth."

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