THE WHAT? AmorePacific-owned Sulwhasoo has partnered with Lazada to hold its first regional LazMall Super Brand Day.

THE DETAILS The brand invited customers in Southeast Asia to experience a world of Korean heritage, art and beauty in Indonesia, yesterday. Shoppers in the region were granted first access to exclusive content, featuring global brand ambassador, Rose from Blackpink.

Han-sook Lee, Senior Vice President of Sulwhasoo’s GTM Division, reveals, “We are delighted to hold Sulwhasoo’s LazMall Super Brand Day with Lazada. This collaboration will enable us to connect with highly discerning beauty customers on this leading platform in Southeast Asia who seek authentic brand experiences. With our unique products formulated with supreme ingredients and ‘shoppertainment’ experiences created with Sulwhasoo’s exclusive brand story content, we aim to engage more customers in this region.”

THE WHY? By bringing exclusive co-branded experiences to shoppers, Sulwhasoo is hoping to strengthen its brand presence in the region and expand its reach.