Premium home-care brand, SERENDIBEAUTY accelerates expanding its business into Asian market, after entering into US market in January, 2020. Starting from September 16^th, for 7 days, SERENDIBEAUTY’s first pop-up store in Japan was held at Ginza branch in Matsuya Department Store. This event received lots of attention from local customers and buyers.
Matsuya Department Store is a representative department store in Ginza, which holds famous foreign luxury cosmetic brands such as Chanel, Dior, and many more, is one of the must-visited tourist attraction of Japan for Koreans and Chinese.

SERENDIBEAUTY’s pop-up store attracted attraction from Japanese celebrities as well. They came and visited, making a big attraction. On the 16^th, the first day of the store opening, popular Japanese makeup artist Fujiko visited the pop-up store and held a live streaming, introducing products and recommending, for those who could not visit the store due to COVID19.

On the 19^th, popular beauty blogger Yui-Chan disguised herself as a salesman for the day, meeting her fans in person to introduce products, holding variety of events to brighten up the vibe of the scene. There was also an event for customers in pop-up store. SERENDIBEAUTY gifted Travel Kit to all customers who purchased a product, got a great response from customers.

On the 22^nd, the last day of the SERENDIBEAUTY’s pop-up store which held on the first floor of Matsuya Department Store, ranked second in terms of sales in beauty section, following Chanel. It was a surprise to surpass Dior, which had previously held the second place in sales.

The brand official says “It was an amazing time, a very special moment for us to meet Japanese consumers in person, not through online.”, also mentioned “I hope COVID19 quickly vanishes so that we can communicate with potential overseas customers in many different ways, like we did in Japan pop-up store”.
On the other hand, products that were introduced at the pop-up store at Matsuya Department Store in Ginza in Japan can also be purchased at Serendi Market (www.serendi-market.com).