Tamburins’ strategy unfolds through a non-verbal, multi-layered visual narrative intertwining aromas, art, store design, K-pop, and more
You may be familiar with K-beauty, but have you explored K-fragrances? One notable Korean perfume label is Tamburins, a luxurious and cult-favourite beauty and fragrance brand known for its captivating storytelling, innovative product offerings, and immersive sensory experiences that create emotional connections with its audience.
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Beyond their most sought-after fragrances, Vogue Singapore describes the brand as “boasting a number of retail stores just as impressive as its extensive body and home fragrance collection.” Does that pique your interest? If so, join us as we delve into the essence of this brand and its impact on the global beauty industry.
Crafting a Winning Non-Verbal Visual Marketing Strategy with a Touch of K-Pop
Tamburins’ success is rooted in a consistent non-verbal brand identity, driven by an obsession with detail, a distinctive product development process, and a diverse portfolio that now includes hand creams, fragrances, candles, lip balms, and even car diffusers. The brand is committed to captivating consumers through storytelling that reflects its interpretation of beauty across multiple dimensions, from the architectural design of its flagship stores to the curated physical spaces, objets d’art, paintings, and performative arts.
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Tamburins’ brand image is crafted through an immersive, multi-layered narrative that intertwines aromas, art, spatial design, music, and fashion. It weaves stories filled with fairy charm and playful irony, enveloping you the moment you step into a flagship store. This experience invites you to engage with each product, transforming it into a unique element of your daily life.
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Naturally, this is no coincidence, as Tamburins is operated by an affiliate of the Korean luxury eyewear label Gentle Monster, which is elevating the concept of immersive, artful shopping to new heights with its stores.
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As noted by Vogue Australia, since 2011, Gentle Monster has focused on transcending the traditional brick-and-mortar experience: “Shopping with them isn’t just about perusing their designs; it’s about considering them in the context of surreal kinetic installations. Think sunglasses with a side of Animatronic Spider. Or optical frames displayed in a spaceship, helmed by robots engineering livestock. In the Gentle Monster universe, androids don’t just dream of electric sheep—they farm them.”
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Moreover, Tamburins knows how to capitalise on the global interest in K-pop and K-beauty. In late 2023, the brand launched a fragrance campaign featuring Blackpink’s Jennie, teasing the event with a series of images of the K-pop star delicately holding a petite, egg-shaped perfume bottle that sent the internet into a frenzy.
Among the numerous events and initiatives that highlight a new generation of South Korean stars, it is worth noting that in May 2024, the brand invited Sunghoon, Jungwon, Sunoo, and Jay from the K-pop boy band Enhypen to take part in a pop-up exhibition for their car diffuser in Shanghai, China. Additionally, last September, Tamburins maintained its momentum by featuring actor Byeon Woo-Seok in a campaign to promote its new fragrance, Evening Glow.
How Tamburins Emerged: A Bold Physical Entry into Seoul’s Beauty Scene
Unlike many new local cosmetic brands and those emerging in the U.S. and Europe that primarily operate online, Tamburins made its debut in South Korea in 2017 with the opening of its first flagship store in the trendy Sinsa-dong area of Gangnam District, Seoul. This strategic move allowed the brand to establish a strong presence in the market, ensuring significant visibility in the area.
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The debut was crowned by the launch of a single product: Nude H. And Cream, notable for its iconic gold chain that transformed it into a sought-after fashion accessory.
Cultivating Desire: A Case Study in K-Beauty and the Path to Brand Likability
By March 2018, the product line had expanded to three items, showcasing a unique New Product Development (NPD) strategy characterised by a thoughtful and controlled release of new products. This approach aims to consistently enhance brand likability, positively impacting both product quality and price fairness. This philosophy prioritises genuine customer satisfaction, recognising that purchases are often driven not by necessity but by consumers’ desire to express their tastes and sensibilities through their buying choices.
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Since then, more products have been introduced, contributing to the remarkable success of Tamburins K-fragrances and resulting in a truly diversified offering that integrates seamlessly into a narrative extending across the brand’s physical stores.
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The robust brand-building strategy culminates in product design, where packaging and formulations come together to create visually stunning innovation and engaging sensory experiences. The simple, minimalist packaging serves as a foundation for seasonal colours, acting as a silent ambassador for the brand. This is further enhanced by incorporating various finishes and textures within the same collection, which enriches the tactile experience of the products. This visual harmony pays tribute to avant-garde minimalism while embracing the dynamic nature of fashion and micro-trends, resulting in a timeless yet refreshing quality that resonates with its audience.
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The Top 5 Tamburins Products You Need to Know About Today
The beauty products by Tamburins feature couture-inspired formulations infused with notes drawn from stories around the globe.
@varyaren Se come me siete appassionati di fragranze, allora dovete assolutamente provare i profumi di @Tamburins 😍 mi piacciono tantissimo i loro store a Seoul, ognuno è unico e particolare! La fragranza che ho scelto si chiama PUMKINI, le sue note sono: zucca biancaㅣfoglia di shisoㅣlatte di cocco Fatemi sapere se li avete mai provati , o se vorreste provarli in futuro 🥰 #tamburins #gentlemonster #korea #seoul #fragrance #perfume #fragranze ♬ original sound - Alexia Varyaren
One of the most popular fragrances is Pumkini, a perfume that intertwines the sweet aroma of white pumpkin with the fresh scent of perilla leaves and blood oranges. This combination leaves a pleasant surprise in the air that, along with the spiciness of ginger, soon harmonises beautifully on the skin. As the fragrance evolves, it reveals notes of creamy coconut milk and soft sandalwood, leaving a rich lingering impression.
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Another standout product worth highlighting is Shell X, a fragrant hand cream that doubles as a perfume. Inspired by a shell discovered in a pile of sand, its texture melts seamlessly into the skin, leaving it scented, hydrated, and luminous while protecting against cold weather.
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Tamburins has also developed a series of compact and easy-to-carry fragrances. This includes an adorable range of portable Perfume Balms in stick form that allows you to experience the scents wherever you are. By gently applying the balm to your wrists and behind your ears, the soft texture melts at body temperature, releasing a subtle aroma. These balms are perfect for layering with other fragrances.
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And what can be said about the brand’s Egg Perfumes? From Holy Metal to Wood Salt Beach, including the immensely popular Pumkini, some of Tamburins’ best-selling fragrances are presented in sculptural bottles shaped like eggs. Each time, one can’t help but wonder: What’s inside the egg? Its unique form ignites curiosity, and until you open it, you cannot predict what is hidden within the hard shell.
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As mentioned, this Korean perfume label goes beyond the traditional K-fragrances for which it is best known. Alongside hand and body washes, lip balms, hand creams, room fragrances, and new car diffusers, their meticulously handcrafted scented candles truly stand out. They are a true objet d’art, enhancing the senses and creating a peaceful atmosphere.
Elena Scipioni
Fashion Buying & Merchandising Alumna, Researcher, and Trend Forecasting Specialist