Aekyung Industrial's 'Luna' Targets Japanese Women with Experiential Popup

Conveying the Brand Universe with the Concept of a 'Beauty Specialty School'

Aekyung Industrial announced on the 24th that the experiential pop-up store of the makeup specialty brand LUNA, operated at the large shopping mall Modi in Shibuya, Tokyo, Japan, has successfully concluded.

The pop-up store, which operated until the 17th, was planned to expand contact with local women in their 20s and 30s. LUNA designed the pop-up store around the concept of a 'beauty vocational school,' organizing it into ▲Entrance Ceremony ▲First Period ▲Second Period ▲After School Classes.

The experiential pop-up store operated by makeup specialist brand Luna at the large shopping mall Modi in Shibuya, Tokyo, Japan, until the 17th.
[Photo by Aekyung Industrial]

At the Entrance Ceremony, an admission guide introducing LUNA products and the experience space was provided. During the First and Second Periods, visitors experienced the LUNA Conceal Blender Palette and LUNA Blur Cover Cushion, and received graduation certificates. In the After School Classes, professional makeup artists offered teach-up services introducing makeup methods along with opportunities to try LUNA products.

A LUNA representative said, "Local visitors experienced how to easily do professional makeup through the content prepared in each experience space," adding, "We also conveyed the brand worldview that LUNA pursues: 'expressing oneself through makeup and completing today's self.'"

Meanwhile, since LUNA's full-scale entry into the Japanese market in 2021, it has shown growth every year. In the first half of this year, it grew about four times compared to the same period last year, increasing its recognition. Going forward, LUNA plans to carry out various marketing activities to establish its position as a makeup specialty brand in Japan.