Held at the IFC Mall, one of Hong Kong’s most stylish shopping destinations, the event celebrated the new serum’s September launch in Korea, Singapore, Malaysia, Thailand, Taiwan and Hong Kong.
The event drew celebrities, representatives from major media outlets and beauty influencers from nine Asian markets, including Korean actress and Sulwhasoo brand muse Song Hye Kyo.
Song was joined by Hong Kong actresses Carina Lau and Charmaine Sheh, Chinese actress and former Miss World Zhang Zilin, as well as award-winning Hollywood actress Dakota Fanning.
The brand shared that the A-list guests “drew attention to the event, representing Sulwhasoo as the global beauty brand”.
However, the real star of the show was Sulwhasoo’s Concentrated Ginseng Renewing Serum, which is the result of Sulwhasoo’s 52 years of research on ginseng since developing their first ABC Ginseng Cream in 1966.
“The Concentrated Ginseng Renewing Serum fortifies skin’s foundation with ginseng roots, leaves, and flowers for an anti-aging solution to skin that looks smooth and healthy from every angle,” said the brand.
Guests were also able to delve into the brand’s history and heritage with the prized Asian medicinal herb through a multi-sensory experience, such as experiencing the Kinetic Art Zone which dedicated videos and light installations to dynamically express the vitality of the Korean ginseng.
Luxury as a strategy
After posting a shocking loss in 2017, the Amorepacific group, which owns Sulwhasoo, pledged to focus on the overseas expansion, development of innovative products, and presenting an “enhanced customer experience.”
In the second quarter of 2018, the company rebounded from its slump by strengthening the competitiveness of its five global brands: Sulwhasoo, Laneige, Mamonde, Innisfree and Etude House.
According to Amorepacific’s financial release, the company made sure to enhance Sulwhasoo’s position as the leading luxury beauty brand.
As of 2018, Sulwhasoo established itself as a luxury global brand. Its products are now available in 12 global markets around the world including South Korea, China, Singapore, Hong Kong, Thailand, Indonesia, Malaysia, Taiwan, Vietnam, the US, Canada and France.