Capitalising on the growing hype surrounding K-Beauty, cult Korean beauty brand Tirtir has launched a road show across Europe, hosting events in five European capitals.

Created with the help of agency Jung von Matt, the road show is made up of pop-up stores, exclusive giveaways and features interactive elements for visitors, such as a sticker passport. The roadshow has been developed by Jung von Matt in a collaboration between JvM BEAUTY COLLECTIVE in Stuttgart and JvM HANGANG in Seoul.

Tirtir is one of the fastest-rising brands in the beauty industry, with significant social media hype on TikTok. It is now one of the top-selling beauty brands on Amazon US. 

The brand’s core differentiator is its ‘shade diversity’, with products that span 45 different foundation tones. Tirtir was one of the first K-Beauty brands to align its portfolio with a diverse customer base. 

Tirtir is bringing shade diversity to its European roadshow with events that have been built around this unique selling point. Visitors on-site can experience the brand’s full shade range through interactive tools such as the ‘Shade Finder’, helping them discover their perfect match.

Whilst the events take place, photo and video teams are creating content under the hashtag #TIRTIRWorldTour to extend reach and connect with Gen Z worldwide on social media. The roadshow aims to bridge the gap between physical and digital to fully immerse European audiences into the brand world and capture the imaginations of a new market for Tirtir. 

“With TIRTIR, we’re showcasing what defines our JvM Beauty Collective: the ability to authentically translate cultural trends across Asia, the US, and Europe into premium brand experiences,” says Franziska Hook, Client Service Director, JvM NECKAR. “With our deep beauty and lifestyle expertise, we understand this industry’s dynamics and know how to amplify the social hype around K-Beauty for Gen Z.”

Crafting an immersive event with the brand differentiator at its heart, Tirtir is able to successfully connect with European audiences whilst celebrating Korean beauty.