Case Study: Beauty of Joseon Pop-up store

Beauty of Joseon brings K-Beauty to life in-store

Beauty of Joseon is a Korean skincare brand inspired by traditional Hanbang rituals. The brand has built a strong online presence and a loyal community around its products. To support this digital momentum and strengthen its position in the UK market, the brand partnered with N2O, GLOBE GROUPE’s UK subsidiary, to create a brand activation capable of turning consumer curiosity into a tangible experience—and engagement into purchase.

Through an immersive pop-up store located at Westfield Stratford City, directly next to Boots, N2O created a retail activation focused on product discovery, education and gamification. The experience also supported a strong drive-to-store strategy. The objective was clear: bring the Beauty of Joseon universe to life in a high-traffic retail environment while creating a seamless, engaging and conversion-driven shopper journey.

The activation also gave shoppers the opportunity to explore the brand’s Korean heritage, test products in optimal conditions and discover the Revive Firming Moisturiser, presented offline for the very first time.

An immersive Pop-Up designed to engage and convert

To meet these objectives, N2O created a premium pop-up store designed to attract attention and drive engagement. Located in a strategic area of Westfield Stratford City, benefited from its close proximity to Boots, creating a seamless connection between brand experience and in-store purchase.

N2O then developed a simple yet effective shopper journey. From the moment they arrived, visitors were immersed in the world of Beauty of Joseon. Brand ambassadors guided them through the product range before inviting them to take part in an interactive experience inspired by Yutnori, a traditional Korean board game.

This resulted in being more memorable while celebrating the brand’s cultural heritage. In addition, it added a strong experiential dimension to the pop-up experience.

Ultimitely, through this retail activation, shoppers had the opportunity to win Beauty of Joseon products, including the Ginseng Retinol Cream and the Relief Sun SPF. Ultimately, the experience created meaningful interactions, strengthened brand engagement and supported drive-to-store traffic towards Boots.

A Brand Activation designed to deliver results

Over the course of three days, the Beauty of Joseon pop-up brought the brand’s digital popularity to life in a physical retail environment. The activation created direct connections with UK consumers. It combined product discovery, sampling, interactions with brand ambassadors and engaging in-store experiences. All of this took place within a high-traffic location.

The results highlight the effectiveness of the activation. A total of 4,320 consumers engaged with the experience. While 4,245 participated in the interactive game and 4,400 samples were distributed. Futhermore, according to data confirmed by Boots store managers, the activation generated £10.5k in sales, with more than 780 units sold during the first two reported days alone.

With a brand perception score of 8.9 out of 10, the activation further demonstrates N2O’s expertise in delivering impactful experiential retail campaigns. Ultimitely, by combining visibility, shopper engagement and measurable performance, the pop-up successfully transformed brand awareness into tangible in-store results.