Inspired By K-Pop, Viral K-Beauty Brand TIRTIR Is Going On A World Tour To Meet Fans
At Blackpink's concerts, screaming fans flock from all over the globe to watch their favorite girl group in person. That's the scene at practically every K-pop show and now viral K-beauty brand TIRTIR is putting their own spin on fandom with the TIRTIR World Tour. Kicking off in the US, TIRTIR will bring their custom decked out truck to a few cities stateside and in Europe, with exclusive events and surprises at every stop.
'It's our global campaign to meet our fans in person because we really care about them,' says Lyla Kim, Head of Global Marketing Communications at TIRTIR. 'It's also a chance to experience our diversity and inclusivity in person. Like our slogan, we are very bold. We are fearless and always challenging [the status quo], so that's the differentiation for us. We never want to follow or copy other brands—we want to be a pioneer and always be the first.'
The TIRTIR World Tour kicks off in Los Angeles from August 23–24, then moves to Miami from August 31–September 1, Chicago on September 6 and New York City from September 12–13. Then it will hit Europe, making stops in London, Barcelona, Milan, Paris and Berlin. Much like touring pop stars, TIRTIR will bring their branded truck on tour, filled with free samples of their top-selling products, goodies and a photo zone.
TIRTIR Mask Fit Red Cushion Foundation TIRTIR
Last year TIRTIR quickly expanded their cushion compact shades from three to 40. 'Everybody was eager to expand the shade range,' Kim says, explaining that their aim is to be the most inclusive K-beauty brand, and the TIRTIR World Tour will help them get that message across. Everyone will be able to go inside the TIRTIR truck, which will have all 40 foundation shades on display, and so much more. TIRTIR employees will help guests shade match to find their perfect foundation.
To bring the inclusivity story to life, TIRTIR developed four characters. 'They all have different skin tone shades and personalities,' Kim says. 'We wanted to give detailed personas.' Representing Hispanic, Asian, Black and White skin tones, the campaign storyline follows the friends' adventures through each city on the tour. Created internally by the TIRTIR team, posters of the characters will adorn the bus, plus free stickers and keychains of the characters will be given out to guests, and their stories and updates will be shared on TIRTIR's social media channels as well.
A TIRTIR at an Ulta store TIRTIR
Everything given out at the TIRTIR bus will be free, including samples of some of their most viral products. Guests will be given discount vouchers to purchase full-size products at Ulta stores and online. TIRTIR just entered Ulta Beauty on August 3 online and in over 400 stores as the first K-beauty brand to be in their prestige zone, marking the first time the brand is available in brick-and-mortar stores in the US. A gondola at Ulta stores shows the full shade range. Ulta will carry an array of the brand's best-selling products, including the Mask Fit Red Cushion Foundation, Glide & Hide Blurring Concealer, Mask Fit Makeup Fixer and Waterism Glow Tint, with plans to continue to expand the assortment in the future. They are also a partner of the truck.
'We are incredibly honored to be in Ulta,' Kim says. 'It's a milestone to go forward more globally. 'We pursue affordable luxury because we want to provide high-quality products to our customers, and we really listen to customers feedback and make it happen. Your voice shapes our beauty.' Since customer feedback is paramount to the brand, TIRTIR frequently does customer surveys through their Instagram and TikTok, which inspire everything from new product launches to details of the World Tour.
Shade swatches of the TIRTIR Mask Fit Red Cushion Foundation TIRTIR
The goal for TIRTIR is to continue their global expansion, particularly in the US. With their expanded shade range and investment in US influencers, the brand saw a 3,000% increase in sales last year. 'For now, Amazon and Ulta are our biggest channels in the US, so we want to focus on that,' Kim says. 'Eventually, we want to host more events at the Ulta stores.'
Just like K-pop stars, going on tour is all about connecting with fans and building relationships, which is the ultimate goal for the beauty brand as well. 'The TIRTIR World Tour is a global campaign that brings the brand's essence directly to people. We really want to meet our fans in person,' Kim says. 'It's designed to celebrate our community and the characters shows our self-expression too.'
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