Global makeup brand TIRTIR announced its participation as an official K-beauty brand in K-pop group BTS's 'THE CITY NEW YORK' project. This marks their second collaboration, following the event in Busan, and will run from July 24th to August 3rd in New York.
For this event, TIRTIR has unveiled the limited-edition 'BTS THE CITY NEW YORK Perfect Setting Duo.' This set comprises the best-selling 'Mask Fit Makeup Fixer' and 'Reflect Glow Prep Primer,' designed to help achieve flawless base makeup that withstands the intense heat of a concert.
This collaboration is expected to be a successful example of a new marketing strategy where a K-beauty brand integrates with global cultural content to enhance brand awareness and allow local consumers to directly experience its products.