[Report] "Seongsu Dyed in Hot Pink"... Zigzag Aims to Conquer 'Beauty Battle'

Zigzag 'Jikjaek Beauty Offline Pop-up Store'
Helping Discover Personalized Beauty Preferences
18 Brand Booths Including Espoir and Mujigae Mansion
Exclusive Products and Colors Unveiled by Zigzag

On the morning of the 11th, at the 'Jikjak Beauty Offline Popup Store' in Seongsu-dong, Seongdong-gu, Seoul. Photo by Jaehyun Park

"BE-YOU-TIFUL carries the meaning of completing beauty that is true to yourself. Through this event, we hope customers discover their own unique beauty preferences."

On the morning of the 11th, at the offline pop-up store 'Jikjaek Beauty' in Seongsu-dong, Seongdong-gu, Seoul, the iconic hot pink color of Zigzag caught the eye even from a distance. The entrance of the store was adorned with blooming pink flowers creating a bright atmosphere, and gardeners dressed in gardener outfits were guiding visitors with watering cans. This was to clearly express the concept of the pop-up store, 'BE-YOU-TIFUL.' A Zigzag representative explained, "The catchphrase for this pop-up store is 'beauty that is true to yourself,' focusing on helping individuals explore their personal beauty preferences."

Fashion platform Zigzag is holding a large-scale offline pop-up store at Seongsu XYZ Seoul from the 11th to the 13th. Concentrating on the beauty category, which is considered a new growth engine for the platform, they aim to enhance competitiveness not only in fashion but also in beauty. This pop-up store is the second offline pop-up event held by Zigzag since 2023. With the news of Zigzag’s offline pop-up, the pre-registration filled the capacity of 2,650 people.

XYZ Seoul, located in Seongsu, known as the "holy ground of pop-ups," has recently become a battleground for e-commerce platforms in the beauty sector. Coupang will operate the 'Mega Beauty Show Virtual Store' at the same location from the 18th to the 20th. This event, held by Coupang for the fifth time since 2023, allows visitors to experience popular domestic beauty brand products. Earlier, CJ OnStyle held the Come On Style Showcase pop-up store at the same venue starting from the 4th. A Zigzag representative said, "We chose the location considering Seongsu’s appeal to young customers and the scale of the space."

The pop-up event space was composed of six experience zones: ▲Self-Test Zone ▲Brand Booths ▲Jikjaek Pick Booth ▲Pouch Shop ▲Jelly Shop (Sample Scooping Zone) ▲Ice Cream Shop (Yoajeong Zone). At the first encounter, the 'Self-Test Zone' allowed visitors to lightly diagnose their skin type, base color, and personal color. If the diagnosis results were saved in the Zigzag app, visitors could create a custom pouch at the 'Pouch Shop' and take home miniatures of products suited to their skin type.

'Rainbow Mansion' brand booth inside the popup store. The Zigzag exclusive product, 'One & Only Shadow Melting Zero' in the 'Zig Pink' color, is displayed. Photo by Jaehyun Park

The most popular area among visitors was the 'Brand Booths,' consisting of 18 booths. Domestic leading beauty brands such as Espoir, Aekmul, Mujigae Mansion, Etude, and Dalba participated, allowing visitors to experience flagship products and receive full-size and sample items. By recording their visits in the 'Online Pouch' within the Zigzag app while touring the brand booths, visitors could purchase products directly from Zigzag. Showing the completed online pouch screen enabled visitors to select jelly containers matching their beauty type at the 'Jelly Shop (Sample Scooping Zone)' and scoop various customized samples in an event.

The 'Jikjaek Pick Booth' was a space to explore best-selling and exclusive products from Zigzag’s beauty specialty category 'Jikjaek Beauty.' Products such as Mujigae Mansion’s 'Shadow Melting Gel in Zig Pink' and Espoir’s 'Eye Opening Pencil' were displayed. Additionally, at the 'Ice Cream Shop,' visitors could choose and enjoy one of two new products from the yogurt ice cream brand 'Yoajeong' according to their preference.

The highlight of this event was the opportunity to encounter exclusive products from each brand in collaboration with Zigzag. Lilybyred launched the exclusive product 'Love Beam Sherbet Cheek.' Mujigae Mansion offered the 'Zig Pink' shade of the 'One and Only Shadow Melting Gel,' and Pia pre-launched the S/S new colors (Daechudang, Salgu Pongdang, Strawberry Pongdang, Cherry Pongdang) of their flagship product 'Overglaze' on Zigzag. Innisfree released an exclusive color product of 'My Eyeshadow Magnolia Ending.' Song Hyunji, Zigzag MD, explained, "Zigzag customers are mostly curious young people, making it a good platform to try hidden products such as brand-exclusive pre-launches."