VIDIVICI, the total beauty brand under Shinsegae International, is set to officially open its inaugural pop-up store in Harajuku, Tokyo, from April 2 to April 13, 2023.

This marks the brand's first foray into the Japanese market following a significant rebranding and is a key part of its broader strategy to boost visibility in a market rife with potential.

The pop-up store is a featured attraction in the '1% Select Store' event orchestrated by the Korean Multi-Channel Network (MCN) company, Lepari.

This exclusive event selects only those brands that exemplify strength in brand power, product quality, social media influence, and global growth potential.

By being chosen to participate, VIDIVICI has also garnered recognition through the 'Korea YouTuber’s Excellence Awards (KYEA)', which further affirms its competitive edge in the beauty sector.

The event anticipates the participation of over 350 influencers from Japan and Korea, as well as more than 50 media representatives, providing VIDIVICI a robust platform for elevating its brand awareness locally.

Following its rebranding initiative centered around the 'Skin Core Beauty' concept, VIDIVICI has strategically realigned its portfolio towards online channels and global markets, particularly focusing on partnerships with distributors like Olive Young.

As a result, the brand has seen significant growth, boasting over 500 in-store locations within Olive Young's base makeup section and achieving its highest sales record since the rebranding.

Notably, Olive Young's sales surged by approximately 600% in the first quarter of this year compared to the previous year, highlighting rapid momentum in the domestic market.

In Japan, products such as cushion foundations and BB creams have gained substantial traction, leading to an astonishing 60-fold increase in sales during the same period.

Capitalizing on this growth, VIDIVICI plans to strategically expand its offline distribution channels in Japan, particularly targeting prominent variety shops post the Tokyo pop-up.

Central to this initiative is the 'Black Perfection Cover Fit Cushion,' which has received overwhelming acclaim both domestically and globally since rebranding, with sales increasing by about 300%.

This product has firmly established itself as a leader in the market, even ranking number one in the mega cushion category on the e-commerce platform Qoo10, following successful live broadcasting sessions with makeup artist Hiro Odagiri.

The Tokyo pop-up will prominently feature the Black Cushion, along with other star products such as tinted BB creams, cream blushes, and butter tint balms that customers can test and purchase on-site.

To enhance engagement, brand muse Kazuha will make an appearance, facilitating direct connections with fans, while live makeup demonstrations by the brand's exclusive makeup artist will also take place.

Additional incentives, such as social media events and gift giveaways, will further enrich the consumer experience at the event.

As VIDIVICI embarks on this strategic chapter, its plans for Japan are a cornerstone in its broader goal to expand brand recognition and consumer touchpoints throughout key international markets.

This year is positioned as a pivotal moment for global business expansion, with a focused strategy on amplifying marketing efforts and building distribution networks, particularly in Japan.

In a statement from a representative of Shinsegae International, the significance of Japan as a crucial market for K-beauty was underscored.

“This Tokyo pop-up represents a unique opportunity to showcase VIDIVICI’s product quality and brand philosophy directly to Japanese customers, reinforcing our competitive stance as a global makeup brand,” the representative stated.