Malls Bet on Makeup as Mask Mandate Is Lifted

Department stores are carrying out big marketing campaigns for makeup as the indoor mask mandate is set to be lifted next week.

Since the coronavirus pandemic broke out, cosmetics brands had stopped makeup demonstrations for their customers to prevent the spread of the virus.

Lotte Department Store expects sales of color cosmetics to go through the roof now that people can show their faces again. It already opened a pop-up booth introducing new products in its flagship store in Sogong-dong in central Seoul, which will last until Jan. 29.

French luxury brand Yves Saint Laurent offers to engrave customers' names on their products, and customers can take a picture with their lipstick on in a photo booth.

In Lotte's Jamsil branch, brands like Charlotte Tilbury, Estée Lauder, Givenchy, Guerlain and Lancôme are providing skin diagnosis and makeup services until the end of the month.

Hyundai Department Store is offering similar promotions. Promotions for Shiseido's color brand NARS are held at the flagship store in Yeouido, Seoul until Jan. 30, and from Feb. 9 to 12 France's Dior will open a pop-up booth where people can test new products.