ILLIT Minju visits Kerastase pop-up store in Hongdae

ILLIT Minju Visits Hongdae Luxury Hotel-Concept Pop-up Store

Minju, a member of the girl group ILLIT, visited the Kérastase pop-up store located at the Olive Young Hongdae Town branch in Mapo-gu, Seoul, on July 7. This event was organized to celebrate the global campaign for the brand's hair and scalp care line, 'Genesis'.

Visiting on the first day of the pop-up store's opening, Minju toured the hotel-concept space created by Kérastase. She drew attention from on-site media and consumers by participating in various experiential programs prepared by the brand.

The pop-up store is located on the first floor of Olive Young Hongdae Town, an area with high foot traffic. Operating throughout the month of July, this space delivers the brand's luxury value to consumers visiting Hongdae.

A Premium Space Implemented as 'Kérastase Society'

Moving away from the typical store format, the pop-up store reinterprets the interior of a sophisticated 'luxury hotel'. From the entrance, visitors encounter an interior that makes them feel like VIP customers who have joined the 'Kérastase Society', a private membership club of a premium hotel.

The space design, modeled after the mood of a hotel reception and lounge, enhances the brand experience. Visitors can continue their brand experience by taking photos in a photo booth within the exotic atmosphere of the space.

The Technology of the Genesis Line that Lowers Scalp Temperature by 4.8 Degrees

The core of this pop-up is the 'Genesis' line and the new product, 'Genesis Sprout Serum'. It is a high-performance luxury professional lineup designed to enhance hair density care and scalp soothing effects in response to rising summer temperatures.

The Genesis line focuses on improving hair loss by alleviating hair breakage. In particular, it applies powerful cooling technology that lowers the scalp surface temperature by -4.8 degrees immediately upon application. This principle reproduces the refreshing sensation felt when a scalp heated by outdoor activities comes into contact with indoor air.

1:1 Professional Scalp Consulting Using Precision Equipment

On-site, '1:1 Professional Hair and Scalp Consulting' is conducted, integrating Kérastase's advanced technology. This process involves quantitatively analyzing and predicting current hair conditions using precision measurement equipment.

Going beyond simple consultation, the service matches customized 'Genesis' home care solutions optimized for individual scalp types based on the data derived from the equipment. The structure allows individuals to receive suggestions for the most suitable products and management routines according to the analysis results.

Lucky Draw Benefits Including Salon Clinic Vouchers

Alongside this offline campaign, Kérastase is running promotions in partnership with major professional hair salons nationwide. The brand aims to contribute to the revitalization of domestic salons through these connections with partner salons.

Visitors to the pop-up store are provided with kits containing trial products for testing. Prizes are also distributed through a random lucky draw event. The prizes include premium salon clinic vouchers worth 350,000 KRW, which can be used at Kérastase partner salons. Event details may vary depending on on-site circumstances.

A Kérastase official stated, "This pop-up was designed so that consumers can directly experience the brand and its products. We hope they can witness the unrivaled effects of Genesis—providing hair breakage improvement and an immediate -4.8 degree cooling effect in summer—and enjoy the exceptional salon-linked benefits."

Global Campaign Targeting the Summer Scalp Care Market

This pop-up store is one of the global campaigns for the Kérastase 'Genesis' line. It was prepared to respond to scalp environments that are easily exposed to external stimuli due to rising summer temperatures. The brand is conducting this campaign centered on a product lineup that emphasizes hair density care and scalp soothing effects.