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October 2 - December 21
Monday-Saturday / 10AM-9PM
Sunday 11AM-7PM
Deets: A new, previously-executed-only-in-Paris, K-Beauty pop-up, Shinsegae HYPER GROUND, is about to descend on New York with a 3-month shopping experience direct from Korea.
On opening day, October 2 at 10 AM:
The first 200 guests to visit the shop will receive a gift bag worth more than $100 of K-Beauty skin care, make up, hair care, and wellness. (No purchase required.)
Then, the first 100 customers will receive a gift worth more than $300, with a purchase of $100 or more. (First 100 customers, only.)
Following the opening:
Each week, a different brand will host its own event, with a new offer, activation, and new gift with purchase.
Shinsegae HYPER GROUND brought only about 10 brands to Paris last summer, but will make an even bigger impact in New York at The Shops at Hudson Yards, Oct. 2-Dec. 31.
30+ K-Beauty brands will be available for New York consumers to discover, experience, and buy in real life.
Though some of the brands can be found online, most of the participating brands will be making their physical retail debut in the US, like skit, founded by Korean model Irene Kim, or MiHak, Seoul-based fragrance and lifestyle brand built around the philosophy of “Perfumed Life Manner.” S
HYPER GROUND is Shinsegae’s global K-beauty brand platform, built to connect Seoul’s newest brands and innovations to the world. Its curatorial philosophy is to show “what’s next from Korea,” not simply, “what is popular in Korea.”
Seven days a week from Oct-Dec., Hudson Yards visitors will be able to explore the newest of K-Beauty via six zones themed by category, like “Seoul Morning & City Glow” (facial skincare and devices), “Seoul Senses” (perfume and home fragrance) and “Night Reset” (scalp and hair care, night formulas, inner beauty.)
K-Beauty fans will want to pop by weekly for something new every week, as in designated weekly event area, a different brand will celebrate its own Brand Week, with creative activations, discounts and giveaways.
Hint for the Average Socialite: This event is open to the public.
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