TIRTIR in New York! Going local with a pop-up store
From October 31st to November 10th, Korean beauty brand TIRTIR opened a pop-up store in the heart of Soho in New York City, creating a unique opportunity to connect with local customers. The iconic red exterior of the “Red Cushion,” which topped Amazon’s overall beauty category a few months ago, was an instant eye-catcher on the streets of New York City. The line to get into the store was long every morning, and the atmosphere was electric, with plenty of ways to experience and interact. BNB was on the scene and caught up with Group Leader Rahee Lim of TIRTIR’s Global Team, who organized the New York pop-up, to learn more about how you can get their products in your beauty supply store.
The New York pop-up was created to give TIRTIR a chance to connect with customers in person beyond its online-focused operations. Highlighting 40 shades specifically targeted at the multiracial market, the company has organized a “shade matching” service to help local customers choose the best product for their skin. “Although we have a shade matching program online, we have carefully prepared an offline shade matching experience for customers who still have difficulty finding the right shade,” said a brand representative.
With the New York pop-up, TIRTIR has worked to strengthen its positioning in the US, showcasing its unique quality and technology. Large posters and cushion mock-ups attracted the attention of passersby, and celebrities and influencers were invited to a special celebration on the afternoon of the 1st. Building on the success of their pop-ups in Paris and Japan, the New York pop-up also incorporated local cultural elements. Unlike Asia, the U.S. market tends to favor practical, hands-on experiences, so they focused on providing opportunities to experience product performance and reliability rather than glamorous events.
The pop-up, which successfully provided local customers with the opportunity to connect with the product, is seen as an important step for TIRTIR to expand its offline presence in North America and achieve global growth.
©missdarcei@instagram
Black beauty influencer MissDarcei at the event
Q&A with Group Leader Rahee Lim of TIRTIR Global Team
Q: How can beauty supply store owners purchase TIRTIR products?
A: For the most accurate and fastest procurement, we recommend contacting us directly by email at raheelim@TIRTIR.co.kr. In response to the email, we’ll provide you with the details you need to know and walk you through the purchase process.
Q: What is the pricing policy for products supplied to beauty supplies?
A: We enforce the same price online and offline and have strict pricing control measures in place with a focus on preventing reselling. However, in brick-and-mortar stores, prices may be slightly higher depending on the store owner’s business practices, which may result in a slight difference in retail prices. I think consumers will understand that. We want to pursue a premium strategy that emphasizes the value of our products, building product credibility and a long-term brand image.
Q: What support is available for retailers selling TIRTIR products?
A: As mentioned in the BNB Magazine ad, we are supplying paper-based displays for the retailers who are carrying our products. We’ve also signed an exclusive deal with popular black beauty influencer, MissDarcei, to offer window decals featuring her photo. She’s reviewed a wide range of products, not just ours, resonating with the public, so we expect her endorsement to help liven up the store and make a positive impact on sales.
Q: Is there anything you should know about to sell TIRTIR products successfully?
A: Many consumers who are new to cushion foundation often dab the foundation to see the color. It’s very important to spread it evenly and pat it down thoroughly to get the cushion to adhere to the skin. Beyond the much-loved shade “Red Cushion,” TIRTIR has expanded to include a line of silver and pinks for different skin types, and skincare and lip products have also become popular in North American retailers. Please check out our wide range of products on our official website and contact us to discuss further.
Official US Website: https://TIRTIR.us
