Innisfree Canada Launch at Yorkdale Shopping Centre (Toronto), August 2019

Objective

Innisfree, the eco‑focused Korean beauty brand under AmorePacific, opened its first Canadian flagship boutique in Toronto’s Yorkdale Shopping Centre on August 30, 2019. Spanning approximately 2,435–2,500 sq ft, the space was designed to reflect the brand’s plant‑to‑bottle ethos and responsibly sourced ingredients from Jeju Island, especially its acclaimed green tea and volcanic lines. The objective was to break into the Canadian market, build brand awareness among conscious consumers—especially Asian Canadians—and introduce Innisfree’s sustainable skincare and beauty offerings.

Strategy & Idea

Innisfree, the eco‑focused Korean beauty brand under AmorePacific, opened its first Canadian flagship boutique in Toronto’s Yorkdale Shopping Centre on August 30, 2019. Spanning approximately 2,435–2,500 sq ft, the space was designed to reflect the brand’s plant‑to‑bottle ethos and responsibly sourced ingredients from Jeju Island, especially its acclaimed green tea and volcanic lines. The objective was to break into the Canadian market, build brand awareness among conscious consumers—especially Asian Canadians—and introduce Innisfree’s sustainable skincare and beauty offerings.

Execution

    • While working at NATA PR, I led the influencer and media outreach for Innisfree’s Canadian launch. I reached out to over 200 beauty and lifestyle influencers primarily in Ontario.  I hand‑packaged three full-size Innisfree products each with a personalized handwritten invitation to the pre‑launch event (August 29, 2019)

    • In tandem, sent product samples and story pitches to relevant media and secured their attendance at the press opening on August 30

    • Event highlights included:
      • A gardening workshop emulating Jeju Island’s volcanic soil, showcasing real volcanic rocks (an active ingredient in the Super Volcanic Clay Mousse Mask 2X)

      • Serve green tea in sustainable cups and pastries garnished with edible flowers to reinforce the fresh, plant‑based brand narrative

      • The store layout featured curated zones for product testing, a lounge area for relaxation and events, consistent with the global store design concept

Launch Promotions (added detail from media coverage)

First 200 customers in line on opening day received a complementary Hydrating Trio (micellar water, serum, eye cream with green tea)

Those spending CAD 50+ earned a Jeju Heritage Kit (nine sample-sized skincare items); those spending CAD 80+ also received a limited-edition eco-tote
A sheet‑mask promotion: buy five masks from a regular-priced collection and receive the sixth free.
Exclusive Toronto-only set: Green Tea Seed best-sellers (valued at CAD 60) for CAD 35 (while supplies lasted)

Results

  • Nearly 95% of influencers who received product kits posted unboxings and reviews on social media channels, helping the brand reach organically.
  • Leading publications—including Elle Canada, Fashion Magazine, The Kit, Toronto.com, and BlogTO—covered the launch, spotlighting the store opening, brand philosophy, and key product lines
  • Media coverage praised:
    • The sustainable and immersive retail experience
    • Popularity of cult‑favorite products like the Intensive Hydrating Serum and Super Volcanic Clay Mousse Mask
    • Innisfree’s plant-based, eco‑conscious philosophy and accessible price points
  • The store experience and promotions drove both foot traffic and earned media, successfully positioning Innisfree as a clean‑beauty newcomer in Canada

Beyond the Launch

    • Beyond the Launch

      • Innisfree had plans for further expansion across Canada into the CF Toronto Eaton Centre, Scarborough Town Centre, and likely Vancouver by 2020, aligning with growth in global North American presence
      • Unfortunately, due to the COVID‑19 pandemic, all Canadian standalone stores—including Yorkdale—were closed by May 8, 2021. The brand pivoted to distribution via Sephora Canada and e‑commerce