Westfield Century City to host K-beauty and lifestyle pop-up
today Oct 18, 2018
LA mall Westfield Century City is gearing up for The Live New Experience by CJ, a pop-up event which opens on Friday, bringing together Korean lifestyle brands offering everything from K-beauty to food and celebrity-endorsed apparel.
The ten-day event focuses on brands from Seoul-based ChielJedang (CJ)’s K-lifestyle portfolio and has been organized through the company’s US subsidiary CJ America.
Leading Korean health and beauty chain Olive Young will be on hand, offering a curated selection of private-label items not available in US retail outlets. Products on sale will include self-care articles by Round A’Round, color cosmetics by Colorgram, and skincare by BringGreen, as well as masks and solutions from Botanic Heal BoH.
The pop-up will also spotlight responsible cosmetics brand SEP Beauty, which was founded in 2008 and aims to provide high-performance, sustainable makeup products which “bring out the inherent beauty within every woman.”
SEP has teamed up with CJ’s global Korean food brand Bibigo for an exclusive collaboration, which takes the form of the “Deliciously Beautiful” Liquid Sticker Nail Set featuring two shades of full-coverage nail polish, a sheet of themed nail stickers and a makeup pouch.
Bibigo will also be present at the pop-up in its own right, offering visitors a range of Korean cuisine products and experiences.
Lifestyle and fashion brand CelebShop will be bringing private label Ce& along for the ride, along with its latest casual apparel collaboration with K-pop boy band Wanna One, which, like all of the label’s creative partnerships, was directed by top Korean designer Tae-Yong Ko.
The pop-up will also feature a number of meet and greets with celebrity guests, including actress Arden Cho, former Rania band member Alexandra Reid and model Victoria Loi, who will host a makeup tutorial as well.
The Live New Experience by CJ at Westfield Century City will be open October 19th through 28th. Beauty products from Olive Young’s curated selection are already available to pre-order on the event’s website.
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