LOA beauty brand hosts Harajuku pop-up event

The beauty brand LOA, operated by Jade Japan, is hosting a nine-day pop-up event titled ‘LOA POPUP TOKYO’ at the Yodobashi J6 Building in Harajuku from September 19 to September 27. The event aims to attract approximately 15,000 visitors by showcasing the brand’s full lineup of 14 fragrances and promoting the concept of scent layering.

The pop-up features four themed areas designed to allow customers to experience different scent and material combinations. It also includes the ‘LOA MUSIC GALLERY,’ a space curated by Shinichi Osawa and Nobuhiro Toba that integrates music and light with the olfactory experience.

Additionally, the event serves as a launchpad for new products, including the brand’s first hair tool, the ‘24K Paddle Brush,’ which features 211 24K gold pins designed for scalp stimulation. The brand is also debuting a collaboration with the hairwear brand ‘DRESS,’ offering limited-edition scented scrunchies. Visitors can participate in hair styling experiences and access exclusive brand playlists via QR codes.