Shinsegae International Launches Hermes Beauty Pop-Ups to Target 'Small Luxury' Gift Market

Lipstick Pop-up at Shinsegae Gangnam and New Perfume-Themed Pop-up at The Hyundai Seoul

Strengthening Brand Experience with Perfume and Makeup for Family Month

Shinsegae International, the importer and distributor of Hermes Beauty, is targeting the "small luxury" gift market in celebration of Family Month by simultaneously operating pop-up stores.

Hermes Beauty will operate a makeup-focused pop-up at Shinsegae Department Store Gangnam Branch until May 17, and a new perfume-themed pop-up at The Hyundai Seoul until May 21.

At the Shinsegae Gangnam pop-up, the makeup collection centers on the "Rouge Hermes Silky Lipstick Shine." Inspired by silk, this product is characterized by its lightweight texture and subtle shine. The space itself is also designed to reflect the texture and colors of Hermes silk.

The Hyundai Seoul pop-up is themed around the new fragrance "Un Jardin sur la Mer," which draws inspiration from the sea and coral reefs of Tahaa Island in Polynesia. The pop-up space is decorated with objects reminiscent of an underwater garden.

During the pop-up period, Hermes Beauty will offer various benefits to customers who make purchases, including lipstick samples, miniature perfumes, pouches, and engraving services.

A Hermes Beauty representative at Shinsegae International said, "Luxury beauty gift demand is rising for Family Month," adding, "Through this pop-up, we aim to deliver the brand's unique sensibility and differentiated experiences."