-First-ever Klairs brand pop-up store opens in Seongsu, Seoul
-Over 12,000 visitors engaged with interactive zones and storytelling installations
-2,630 personal stories submitted and showcased and 6,500+ participants joined the online #UnboxYourSensitivity challenge
-Pop-up sustainability extended via upcycled pouches & flagship exhibition
Dear, Klairs has launched its first-ever brand pop-up store in Korea, marking a significant milestone in its journey of connecting more deeply with domestic customers.
The offline experience was preceded by a participatory digital campaign called “Am I the Only Sensitive One?”, where Klairs invited users to anonymously submit their own personal stories of sensitivity. The campaign, which ran from March 18 to April 14, collected over 2,630 heartfelt stories that became the emotional foundation of the physical pop-up experience.
The experiential space featured three zones:
- -A story-sharing installation where visitors could read and connect with real stories about sensitivity
- -An interactive cabinet zone, with physical “sensitivity boxes” visitors could open and explore
- -A product testing area, offering hands-on experience with Klairs’ full skincare line
Following the pop-up, Klairs launched a social media challenge titled “We’re All Sensitive”, inviting online communities to compete in sensitivity-themed prompts via Instagram from April 25 to May 12. The campaign saw participation from over 480 communities and 6,500 individuals.
During the 16-day exhibition, more than 12,000 visitors visited the venue, and resonated with the brand’s empathetic message.
To extend the impact of the initiative, Klairs also created recycled pouches using retired pop-up banners, and brought the campaign experience to its flagship space, Klairs Seoul, located in Sinsa-dong.
“It’s an honor to introduce our first-ever brand pop-up in Korea,” said Jung-ho Choi, Head of Brand Strategy at Wishcompany. “Through this campaign and space, we hope to foster more meaningful connections with our customers and continue embracing what makes each of us uniquely sensitive.”
With a mission to “Respect Sensitivity,” Klairs is now available in over 70 countries through more than 1,000 online and offline retailers, and continues to expand its reach into emerging K-beauty markets such as Africa, Vietnam, and Northern Europe.
Best-selling products include the Midnight Blue Youth Activating Drop, Midnight Blue Calming Cream, and Supple Preparation Unscented Toner. Most recently, the brand has expanded into suncare with the launch of the All-day Airy Mineral Sunscreen.
Explore the full campaign on Klairs’ YouTube channel, and follow @klairs.global for upcoming campaign updates.