Sulwhasoo opens new boutique at Mid Valley, to focus on digital advertising

South Korean luxury beauty brand Sulwhasoo has launched its boutique in Kuala Lumpur's Mid Valley Megamall. The move marks its second outlet in Malaysia, with the first outlet in Sunway Pyramid Selangor.

In a statement to A+M, brand GM of Sulwhasoo Malaysia, Lau Shin Yee, said that as one of the biggest malls in Klang Valley, Mid Valley Megamall offers Sulwhasoo the opportunity to engage more consumers with its products.

"We also constantly receive requests from consumers to set up a store in Mid Valley, and we finally get to fulfil their requests. In this mall, the brand is able to reach out to professionals working around this area and family crowds during the weekend," Lau said.

To raise brand awareness of the new boutique, Sulwhasoo will engage in digital advertising as well as work with influencers to engage their followers. It is also working with PR agency Mad Hat. Additionally, the company will sell exclusive products such as scent and body products, and herbal soap, and offer consumers a luxury experience through services such as gift wrapping and hand massage.

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Earlier this year, Sulwhasoo appointed hallyu star Song Hye Kyo as its ambassador. The South Korean actress, who was previously the ambassador for LANEIGE, made her first appearance as the brand's muse in a video promoting Sulwhasoo's First Care Activating Serum product. She also shared her journey with the brand.