From December 2nd to 5th, On The Shelf organized the very first pop-up store to promote the K-beauty online shop MY-KARE at K-pop is For Cool Kids, a must-see place for South Korean pop culture fans. Back to the backstage of this event!
The rise of Korean beauty in France
"Hallyu" or the Korean cultural wave, appeared in the 2000s marking the export first of K-dramas and then of K-pop, fashion, food but especially K-beauty to the West. Beyond the aesthetic qualities of the exported products, Korean cosmetics represent a globally recognized beauty expertise, a cutting-edge innovation and a source of international trends. South Korea ranks 10th in the world cosmetics and skincare market in 2018 and 3rd as a global exporter in 2020, with France being the leading European consumer.
First democratized thanks to online stores, K-Beauty is taking place in the daily life of French cosmetic consumers and Korean pop culture fans. Despite an unparalleled innovation, communication is not as developed for these products as for Western cosmetics. Thus, even if big brands such as Sephora, Marionnaud or Nocibé now offer brands such as Dr Jart+, Laneige, Innisfree, Cosrx and Erborian, the brands and their distributors are struggling to reach the desired target.
The pop-up store is the best solution to overcome this obstacle: it allows to offer products on the market in a profitable way without having to rent commercial premises over a long term, in addition to attracting new customers and allowing them to test the brand.
MY-Kare x Kick Café : The collaboration
In order to target a public sensitive to the Korean universe, On The Shelf has allowed MY-KARE to temporarily set up shop at Kick Café, aka the first concept store dedicated to K-pop in Europe. In this stall near the Marais, which has already hosted the Squid Game event for Netflix, you'll find a wide range of original Korean products (food, drinks and goodies), festive events (karaoke, k-drama screenings and shows, fansigns, conferences) or discovery workshops (Korean or cooking classes). In other words, it's the ideal place in Paris to get together with Korean culture fans.
MY-KARE, My Korean Care, is known for its many natural K Beauty products from independent brands that are certified Organic, Vegan, Cruelty-Free or Halal. The online store offers the best Korean brands and products, both skin-friendly and environmentally friendly, while adding cutting-edge and innovative formulas in order to introduce French people to the ancestral rituals and gestures of Korean beauty, such as layering.
The synergy between the two brands was obvious, allowing both to diversify their clientele for a week.
On site, visitors were able to test the different products presented and to be assisted in the construction of their custom-made beauty routine by Hyun-Hee KOH (founder of MY-KARE of Korean origin) and Laura KOEPPLER, founder of the agency On The Shelf and expert K-beauty influencer on Jung Magazine since 2014.
The pop-up and its backstage
Taking place in early December, the pop-up store was intended as a key commercial opportunity in the run-up to the holiday season.
This pop-up was punctuated with drive-to-store animations in a festive setting and a friendly spirit. Throughout the event, it was possible to register for a free raffle to get an extra chance to win a Bonajour Green Tea routine and a Bonajour Eggplant routine (two people were drawn).
In order to pace the flow of visitors throughout the week, the program has been put together so that there is a different commercial offer each day:
December 2: 10% off all day
December 3: a free Sioris or Bonajour tissue mask with every purchase
December 4: happy hours with 10% discount from 12pm to 2pm and from 5pm to 7pm
December 5: K-pop Christmas Giveaway event (games, dance and raffle)
The products available
Coming from the Korean skin care routine, the cosmetic brands present are known for their effective products, without controversial ingredients, both good for the environment and especially good for the skin whatever its type.
Hyun-Hee KOH's 100% clean and Vegan selection is composed of must-have brands such as Sioris, Aromatica or Whamisa, but also others more discreet on the market such as Urang, Sandawha, All Natura or Chobs.
The pop-up store also allowed the brand Bonajour, which offers skincare products for all skin types including the most sensitive, to make its physical debut in France!
Korean institutions (KOTRA, Creative Valley), journalists, influencers and cosmetic experts (Secrets de Peau, Heydohee, Eloassweetashoney, Dear Chriss...) also pushed the door of the pop-up thanks to a media relay implemented by us.
How to get there
Café Kpop Is for Cool Kids (Kick Café)
12 Rue d'Alexandrie
75002 Paris, France
You want to open a K-beauty pop-up store or a physical store of Korean cosmetics?