THE WHAT? Amorepacific-owned Sulwhasoo has opened its Ginseng Mansion pop-up art space in Shanghai, marking 60 years of the luxury skincare brand’s research and development into ginseng-based formulations.
THE DETAILS Located at No. 1 Xintiandi North Block, the three-and-a-half-storey pop-up combines product discovery, ginseng research, skincare consultations, traditional craftsmanship and contemporary art. The space traces the development of Sulwhasoo’s ginseng research from its first ABC Ginseng Cream in 1966 through six generations of innovation, while also launching the brand’s first year-round Sulwhasoo Artisan Club artist collaboration programme in China. Open from August 29 to September 13, the activation forms part of Sulwhasoo’s efforts to connect its scientific and cultural heritage with consumers in the Chinese market.
THE WHY? The Shanghai activation reinforces Sulwhasoo’s positioning in China’s luxury skincare market by using its 60-year ginseng research heritage as a point of differentiation, while combining science, art and experiential retail to strengthen the brand’s presence in a strategically important market.
Source: PR Newswire
