South Coast Plaza in Costa Mesa, California is the largest and most luxury-driven malls on the West Coast. It’s known for the array of high-end fashion and accessory stores all in one location! South Coast also has a reputation for being a cutting-edge mall who loves to feature the latest trends in stores. South Coast has done just that by nailing down the grand opening of a leading Korean beauty brand with its first ever brick and mortar store! Beautytap.com is a well-known online venue that features hundred of “K-Beauty” products. Now the brand has curated the best of those products and is curating a rotation of top selling brands in their new store!
The Beautytap team:
From left: Nicole Rodrigues of NRPR; Isabel Bravo; Delia Mendoza of NRPR; Lauren Sankey; Daniele Sanford, store manager; James Sun, CEO; Livuth Pang, web developer; Julie Sun, director of global operations; Miranda Rico, social media intern; Jude Chao, director of marketing; Anna M. Park, editor in chief; Amyra Tamayo, graphic design intern; Christine Lee, special projects intern; and Ruth Kim, associate editor and social media manager.
I was invited to the pre-grand opening media day (Friday, 9/14) of Beautytap and I am sharing with you photos of the store and their diverse range of products. This is one fun and fabulous store and I thoroughly enjoyed the time I spent in the store looking at products and talking to James Sun, CEO of BeautyTap(and other entities).
I have been to many store openings and brand launches since 2000 (including Sephora that opened in that same mall!). I found this opening to be one of the most fascinating because it’s rare to find the number and quality of K-Beauty brands and products in one store. I was in my element and BeautyTap is definitely a beauty junkie’s “candy store”!
I got the best tour I have ever had hitting every wall that had a display courtesy of James Sun and beauty expert, Jonathan Renfore who had answers for virtually every question I asked. He’s a genius when it comes to beauty products and we discussed our mutual obsession with skincare and beauty.
One of the most important things you should know- particularly if you are already familiar with Beautytap.com is that the e-commerce store online will provide a curated rotation of their best and newest products through the brick and mortar store. Why is this important? You need to write down (or snap a photo) of the products you want, but aren’t buying from the brick and mortar store so that you can find them online! That way you will always have the name of the product along with the photo so you can easily buy it later.
If you are in the store, you definitely need to make use of this great computer! It’s more than just a list of products! You can dive into what’s online and look at the product information including description, ingredients and how to use it.
This computer is hanging on the wall on the right side of the store! ( The weird look to the screen is because my flash went off.) The people in the reflection is me on the right, and Jonathan on the left.
Beautytap is chock full of beauty surprises. I used my smartphone to capture all these photos so that you can take a virtual tour of the store before you even get there. It should give you a bit of a “snapshot” about the store. However, this store is set up so that fixtures and displays can easily be shifted around for events!
This is the area where the guests would sit for the celebrity guest personal appearance of Jessica Jung that was to happen the next day (9/15)
The bags you see on the chairs were for the media who showed up for the “tour” of the store. I was one of those media people and it was an amazing store. All of the photos you will see are what I call a photo-tour of the store. I don’t have a lot of descriptions about the products but you should be able to get an idea of what you can find at this store!!
This is the back corner of the store (on the right). The corner on the left is the door to the stockroom. The photo above of the chairs show you this corner. The products on the wall are all masques along with other products for grooming!
This masque display is next to the corner and all the masks are available for purchase.
Here’s the register a bigger long shot of the store so you can see the layout. Lots of simple displays with most having some demo bottles for you to test out the product. The array of beauty products is astonishing.
This is the portion of the photo above this one, just past the girls on the right side of the photo. These are gift sets and prestige products. These are the top of the line and can get pricey, but you can also get lower cost products that do similar things. Beautytap’s curation of products includes items at all price point levels.
This is the entrance to the store, looking out to the South Coast Plaza mall. There were several display points showing off a stellar variety of brands!
These are products highlighted as you walk in the store.
This is a Teeth Whitening kit that you can plug into your phone and whiten your teeth anywhere!! You can even use it on a plane trip.
Mobile White Advanced Teeth Whitening Kit is an amazing product created by Dr. Bill Dorfman.
Coincidental factoid: Two days earlier, I had seen the exact same teeth whitening kit from Dr. Dorfman at the Bergman Style Lounge for a Pre-Emmys party!
Another great product that isn’t typically found in a K-beauty store (much less any beauty store) is Sugarfina Candies!! YUMMY!!
The front of the store features the latest products delivered along with some of the most in-demand products!
Gorgeous eye palettes!
Soaps for him & her
A slew of gorgeous lip products from various brands in a range of great colors!
Peripera Lip Tints
Lip balms in some amazing packaging that would make great gifts for anyone!
These tiny spheres are facial moisturizers in gorgeous packaging.
Snow Facial Balms
Snow Facial Mask!
Missha collection.
CEO James Sun, congressional candidate Young Kim, and Laurel Grant of the Segerstrom family all participated in the
store ribbon-cutting on Saturday, September 15!
The store grand opening held on 9/15 was pretty spectacular which featured a personal appearance by Jessica Jung along with photo ops!
Jessica Jung is a well-known singer/songwriter, actress, model, fashion designer, and businesswoman. If it’s a hot trend, Jessica has her finger on the pulse of that trend.
This is the end of part 1 – which is a tour of the store and a “snapshot” of what the store is like and the products carried.
I would like to thank Beautytap’s James Sun for the time he spent talking to me about the development of this brand and how this brick and mortar store came to fruition. Also, thank you to Jonathan Renfore for the enormous amount of time he spent walking me through the different areas of the store and showing me brands that were trending and hot products within them. I got the best tour ever!
Thank you to Nicole Rodrigues of NRPR and her team for making this tour possible and providing me with photos of the weekend’s events for me to feature here.
Stay tuned for part 2 of this piece – which is the gift bags that Beautytap presented to each of the media people and also gave us a very generous gift card to buy products. Jonathan’s help was definitely necessary to help me curate some great products for me to take home! In that post will be the breakdown of what was in the gift bag and also what I bought! I had so much fun at this event! I can’t wait to head back to Beautytap to see what’s new!
You can find Beautytap here:
Location:
South Coast Plaza in Costa Mesa
Store # 1055, Level 1
(near the Sears store. Park near Sears and walk in the Mall doors to easily find the Beautytap store!
3333 Bristol St.
Costa Mesa, CA 92626
Stay tuned for part 2!!
Stevie Wilson,
LA-Story.com
______________________________________________________________________________
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