- Event to take place at 10 'Loft' variety stores nationwide in Japan over 5 weeks starting from April 20^th
- Outdoor advertising to be showcased at Tokyo’s Shibuya Scramble during the festival period

Following on the heels of last year’s success, Amorepacific is hosting the large-scale promotional event 'Amorepacific Festival' for Japanese customers for the second consecutive year.

This year's event, named 'AmoPaciFes (アモパシフェス),' runs for 5 weeks from April 20th to May 31^st and is being held at 10 branches of Japan's leading variety store, 'Loft,' nationwide (Shibuya, Ikebukuro, Ginza, Kichijoji, Yokohama, Chiba, Sendai, Umeda, Kyoto, and Tenjin).

Last year, the AmoPaciFes event was held at '@cosme Tokyo' located in the Harajuku neighborhood, for two weeks starting from June 28th. At the time, it garnered significant attention, with reservations fully booked within 2 days of the launch of the reservation website and the approximately 100,000 customer experience samples flying off the shelves.

This year's AmoPaciFes event brings together a total of 11 brands, including Innisfree, Etude House, Laneige, Aestura, Primera, Espoir, and Mise-en-scène, which are already highly popular in Japan, as well as brands that have not yet been launched in Japan such as B.READY, Longtake, Puzzlewood, and IOPE. The event is drawing crowds, who are delighted to find the top-selling and latest launches from each brand conveniently gathered together, spotlighting Innisfree's Retinol Cica Repair Serum, Laneige's Bouncy & Firm Sleeping Mask, Etude's Play Color Eyes, and Primera's Youth Radiance Vitatinol Serum.

In addition to the product lineup, there are also a variety of special events scheduled during the festival. On the first day of the festival, April 20th, Chihiro Kondo, a popular Japanese model and actress, personally conducted a live Instagram session at the Loft in Shibuya. Over the course of the event, popular Japanese influencers are expected visit the 10 Loft stores and promote the festival via a TikTok relay. Moreover, from April 27th to May 7th, a range of hands-on events will be held at the Misaka Stage inside Shibuya Loft, including Aestura’s skin analysis service and Espoir's makeup application experience.

From April 22nd to 28th, Amorepacific is also running outdoor advertising in the Shibuya district of Tokyo to promote the festival. The advertisement consists of a 30-second video reel and large billboards, which are simultaneously showcased around the Shibuya Scramble in Tokyo. The promotion vivivdly heralds the Amorepacific Festival along with the images of the group’s key brands, and is expected to leave a lasting impression of Amorepacific's presence on Japanese customers.