DECORTÉ Launches Poolside Popup Promoting Sun Care in Singapore

The campaign in Singapore sought to highlight the importance of sunscreens even when enjoying summer activities.

Following last year’s pop-up, DECORTÉ has returned to Bugis Junction with a sampling pop-up to drive awareness for the brand’s Sun Shelter sunscreens.

Founded in Japan in 1970, DECORTÉ is a premium luxury cosmetics line under KOSÉ Group that utilizes Japanese technology and quality ingredients. Its Sun Shelter line was evolved to be a multifunctional sunscreen that also protects against environmental stresses such as dryness and air pollution.


 

Partnering with Studio 155, DECORTÉ created an immersive Summer Club pop-up experience to drive home the message that sunblock is a necessity for summer fun.

“We emphasized on the theme of pool-side fun as swimming is the quintessential summer activity that can help shoppers relate to the importance of sunscreen,” said Studio 155 Creative Director Si Hui Heng.

The pop-up, designed to resemble a swimming pool, ran for a week at Bugis Junction, and featured both educational and fun segments, including skincare consultation booths with DECORTÉ experts, a UV camera to raise awareness of harmful UV rays to shoppers, a themed product feature and photo opportunity wall, and a gachapon sampling booth.


 

Capitalising on the rising bag charms trend, the pop-up also included a customisation station that lets shoppers create their very own mini DECORTÉ Sun Shelter keyring as a cute and functional bag charm.

Although held in an air-conditioned indoors environment, the natural sunlight of the venue created an illusory watery effect on the pop-up, immersing shoppers in a glistening yet relaxing swimming pool environment.

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