‘Beautyplay’, ‘K-Beauty Full Course Experience Center’ in Hongdae
From February 2024, Korea’s first open-style beauty experience space, ‘K-Beauty Experience and Promotion Center (Beauty Play)’, has opened in Hongdae following its success in Myeongdong. Created by NS Home Shopping to promote products from small and medium-sized beauty enterprises, this space expands to Hongdae (second branch) based on the success of the Myeongdong branch.
Following Myeongdong, ‘Beauty Play’ Opens Its Second Branch in Hongdae
Since its opening in October 2021, the Myeongdong branch of Beauty Play (first branch) has attracted about 110,000 tourists, with around 20,000 of them using various beauty experience services such as makeup experience, skin diagnosis, and personal color diagnosis. Notably, 13,000 of these visitors, or 68%, were foreign tourists, indicating that Beauty Play is also very popular among international consumers.
Various Beauty Experiences at the Hongdae Branch
When visiting ‘Hongdae Beauty Play’ on the 2nd, it was found to be composed of two floors, with excellent products from cooperative small and medium-sized beauty enterprises displayed on each floor. On the third floor, visitors can enjoy various K-beauty experiences such as personal color diagnosis, makeup experience, self-care zones, and skin diagnosis. A notable feature is that after a skin diagnosis, visitors can immediately purchase the cosmetics products that suit them on the spot.
Opening Hours
Beautyplay is open from Monday to Saturday, from 10 AM to 7 PM, and takes a regular break every Sunday. This venue offers an innovative beauty experience along with a plethora of services. The 2nd and 3rd floors serve as areas for experiences and promotions, the 4th floor as a seminar room, and the 5th floor as an office space.
From Skincare to Cosmetics
On the 2nd floor, visitors can explore skincare products, while the 3rd floor is dedicated to color cosmetics and fragrances. Instead of direct sales, product purchases are facilitated online through QR codes located in the promotional area. Additionally, certain brands run Instagram events that offer samples or full-size products to users who follow them and show proof to the staff.
From Skin Diagnosis to Makeup Consultation
Beautyplay offers complimentary skin diagnosis and makeup consultation services on-site. With makeup stations set up on both the 2nd and 3rd floors, visitors can receive personalized makeup advice and even have their makeup applied. The skin diagnosis service, available on the 3rd floor, provides detailed evaluations of skin conditions such as wrinkles, pores, pigmentation, skin texture, and elasticity.
Self-Skin Diagnosis and Personal Color Measurement
The facility also offers self-service skin diagnosis and personal color assessments. By simply using a tablet to take a photo with a measurement card, visitors can discover their personal color. The results include recommended colors and makeup tips and can be received via KakaoTalk. Reference materials and color fabric samples are made available for further exploration.
Visitors first receive a skin diagnosis. Following the staff’s guidance, they sit in a designated spot, close their eyes, and wait for about 10 seconds for the results. Information about the skin, such as pore condition, wrinkles, elasticity, pigmentation, and skin tone, is presented in a manner similar to the MBTI (Myers-Briggs Type Indicator).
Next, visitors undergo a personal color diagnosis to find the color palette that suits them best. By placing their face in front of a screen, results are obtained in just 10 seconds. The results are sent via KakaoTalk and include detailed explanations of suitable colors, best styling tips, and points to be mindful of.
Photo Zones and Various Classes
Furthermore, the 4th floor houses seminar rooms where various beauty-related classes are conducted monthly. Photo zones are also arranged on the 2nd and 3rd floors, enabling visitors to freely capture moments of their visit.
Overall, Beautyplay provides a comprehensive range of experiences and conveniences, enriching the beauty journey of its visitors.
Google Maps Link of Beauty Play
If you are curious about Korean Beauty Routine click below!
Comprehensive Guide to the Korean Skincare Routine for Glowing Skin
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