House beauty brand Monclos operated a pop-up store at AK Plaza Hongdae from the 12th to the 25th of last month.
AK Plaza Hongdae is a major hub for visitors in their teens to 30s, a demographic that drives the consumption of animation and character merchandise.
Through this pop-up, Monclos expanded beyond its existing Hannam-dong flagship store to reflect the unique characteristics of the high-traffic Hongdae commercial district.
The pop-up space was designed around experiential content, allowing customers to touch and select products themselves.
A key feature of the event was providing visitors with the opportunity to directly engage with the products and experience the brand's unique sensibility.
The item that drew the most attention from visitors at this pop-up was the Hannam Edition.
This edition is a package featuring Monclos's steady sellers—the Peptide Plumping Lip Serum and Comfort Hand Cream—tucked inside a compact black pouch.
In particular, the pouch, designed as a scrunchie keyring, received an enthusiastic response from female consumers.
This strategic configuration by Monclos accurately targeted the consumption trends of Hongdae visitors.
The strategy of combining beauty products with lifestyle elements served as a key factor in stimulating the desire to collect among young consumers.
‘The "Customizing Keyring Service" also received an enthusiastic response. Bringing over the signature program from the Hannam-dong flagship, it allows customers to create their own unique items by combining four types of keyrings with their initials.
Under this system, once a customer submits their desired configuration in writing, the item is produced on the spot. Aligning perfectly with the preferences of the 1030 generation (those in their 10s to 30s) who favor personalized products, the keyring production area saw a steady stream of visitors throughout the entire pop-up period.
While the Hongdae pop-up store has concluded its operations,
the core programs showcased at the site can still be experienced year-round at the
Monclos Hannam-dong flagship store.
A key feature of the Hannam-dong location is that it carries the full Monclos product lineup,
which could not be displayed in its entirety due to the space constraints of the pop-up.
This is why customers wishing to relive the excitement of the pop-up are expected to make their way to the Hannam-dong store.
Bridging the gap between online and offline, Monclos is showing rapid growth, recently launching simultaneously in over 800 offline CJ Olive Young stores, following its success on their online and global malls.
In fact, immediately after entering the Olive Young Korea online mall in July last year, the brand ranked first in overall sales and first in the hair care category within just ten days.
In January of this year, it was selected as a main brand for the "Ol-Young Pick Promotion," a major company-wide event across both online and offline channels.
Building on this momentum, Monclos is expanding its footprint into key flagship locations that attract high concentrations of both domestic and international customers, such as Olive Young Central Gangnam Town, Garosu-gil Town, and the Myeong-dong 2nd Street branch.