South Korean DJ and songwriter Peggy Gou attends the world premiere of the documentary series 'Victoria Beckham' in London, Britain. Korean skin care brand Beauty of Joseon named Gou as its brand ambassador. Photo by NEIL HALL / EPA
May 27 (Asia Today) -- Korean skin care brand Beauty of Joseon is expanding its global campaign ahead of the first anniversary of its U.S. launch at Sephora, following a pop-up event in New York's Times Square.
The brand said Wednesday it operated an SPF-themed pop-up store, "Morning Moisturizer-SPF Grocery," at Times Square Plaza on May 7 and 8. The event turned the plaza into an experiential space modeled after a grocery store and drew about 2,500 visitors over two days. More than 2,000 limited-edition goods were sold out early, the company said.
Local social media and media attention surged when global DJ Peggy Gou, the brand's ambassador, visited the site. A line stretching about 600 meters formed during her appearance, according to the company.
Beauty of Joseon officially entered Sephora in the United States on July 15 last year. The brand is now available in more than 640 Sephora stores across the country, and its Sephora-exclusive Day Dew Sunscreen SPF 50 has become a bestseller in the retailer's sunscreen category. The brand recently expanded its sun care lineup with the launch of Dayscreen Moisturizer SPF 30.
