[Report] Experience the 40th Anniversary of 'Galsaekbyeong'... Lotte Department Store to Host Est?e Lauder Popup

Advanced Night Repair 40th Anniversary Pop-Up Store
Highest Sales in August... Day and Night Concept
Wrinkle and Tone Measurement Services Also Provided

Est?e Lauder popup event venue held at Lotte Department Store Jamsil branch.

[Asia Economy Reporter Jeon Jinyoung] "This green line represents wrinkles that have already formed, and this light green line indicates wrinkles that may develop in the future."

At the Est?e Lauder pop-up event held on the afternoon of the 4th at Lotte Department Store Jamsil Branch, a service was provided that could measure facial wrinkles using a camera. During lunch break, about five or six female office workers in their 20s and 30s quickly lined up. Although the wrinkles were not visible to the naked eye, they were surprised by the wrinkles captured by the camera and even applied the Advanced Night Repair Essence directly to the affected areas. The product is better known as the "brown bottle" because the bottle is brown to block sunlight and prevent ingredient degradation.

Lotte Department Store planned this event to celebrate the 40th anniversary of Est?e Lauder's representative product, the Advanced Night Repair Essence. Especially considering that interest in skincare basics rises in August more than color cosmetics, and Est?e Lauder's brown bottle essence is the best-selling cosmetic product. The pop-up was divided into two halves with the concept of day and night: during the day, a bright atmosphere booth showcased Est?e Lauder foundations, and at night, visitors could experience the brown bottle essence series known for its excellent skin regeneration effects.

As a brand strong in skincare basics, the pop-up offered skin tone and skin aging measurement services. Visitors measured their skin tone using a skin shade meter and were matched with the right shade among 20 different Double Wear foundations. Double Wear foundation is famous for its coverage and long-lasting power, preventing makeup from breaking down even in summer. The reporter had a warm tone skin of shade 21, and since she usually enjoys bright makeup, she was recommended the shade "Bone," which is lighter than her natural skin tone. A makeup artist applied the foundation along with primer, allowing visitors to experience its performance firsthand. Many people at the booth hesitated to purchase foundation but decided to try it during this opportunity.

On the 4th, a customer is browsing the Est?e Lauder popup event held at Lotte Department Store Jamsil branch.

On this day, celebrities such as Est?e Lauder ambassadors Yoona and Hwang Minhyun also visited the event in large numbers. The venue was crowded with nearby office workers and fans who came to see the celebrities, leaving no room to move.

The reason for holding this event at the Jamsil branch instead of the main branch in Sogong-dong is related to Lotte Department Store Jamsil's luxury specialization strategy. Jamsil branch has continuously hosted events for global luxury brands such as Chanel No.5 Ice Rink, Creed perfume limited edition sales, and Valentino Beauty pop-ups. This strategy is seen as a win-win because it increases the preference for global brands at Jamsil and allows the branch to differentiate itself. An industry insider said, "Jamsil branch is already gaining attention from the MZ generation (Millennials + Generation Z) through brands like Bellygom," adding, "This is a strategy to achieve further differentiation through luxury brand launches."