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AKIMIA, a Taiwan-made microcurrent skincare brand, met offline consumers for the first time at an Eslite Songshan pop-up. VOCAL MIDDLE made the microcurrent effect visible with a voltage test and linked it to membership through a LINE sign-up that earned a free mask. Over 30 days the team spoke with more than 4,300 visitors and drew more than 1,600 new members.
AKIMIA is a Taiwan-made skincare brand that pioneered functional microcurrent care, and VOCAL MIDDLE has long served as its strategic public relations partner. The brand had reached consumers mainly through its online store and online advertising. For this project it opened a one-month counter pop-up at Eslite Songshan to build brand recognition in a cultural, local-boutique department store. The plan aimed to make passers-by stop, understand the brand and what sets microcurrent care apart, become members, and move toward purchase, while gathering offline insight that online sales data could not show.
Consumers want results with fewer steps and less time, so “high efficiency, low burden” has become a core demand in skincare, and microcurrent care speaks directly to it. During planning we observed that most consumers still held a vague idea of “microcurrent” and some assumed it required an expensive device. Eslite Songshan visitors are mainly aged 25–40, value lifestyle and culture, and respond coolly to promotional calls; they tend to trust brands through experience and story. The pop-up therefore had to translate the effect of current from laboratory language into something visitors could experience for themselves.
Experience the current: use a voltage test to make the technology perceptible
Consumers’ doubts about microcurrent were that it was invisible, its effect uncertain, and that it might cause a tingling sensation. The booth set up a voltage tester so visitors could see the microcurrent produced when a dry-and-wet-separated mask met the essence, building an impression of technology that can be felt and evidenced and easing the fear of a tingling sensation. Because Eslite Songshan visitors respond less to price messages than to evidence they can check, the interaction was built around live testing.
Spread the current: an optimised daily outreach routine to bring the brand to visitors
During the 30 days the team reviewed the number of visitors reached and the new-member conversion rate each day, adjusting outreach scripts, indoor and outdoor routes, and display materials as conditions changed. Face-to-face conversations also let the brand hear real skincare concerns, which ingredients suit different skin types, and what visitors care about, extending the profile built from online purchase data into qualitative offline insight.
Convert the current: make LINE redemption the start of a membership relationship
A LINE Official Account redemption flow let visitors register as members in about one minute and receive the brand’s best-selling microcurrent mask free of charge. Visitors could try the product before committing, and the registration data connected to CRM for follow-up communication and sales.
During the 30-day pop-up, AKIMIA spoke with more than 4,300 visitors and attracted more than 1,600 new members, and weekend visitors showed a 66% purchase rate, indicating that some visitors were willing to buy a product they could feel after professional guidance and live testing. It was the brand’s first pop-up store, and it opened a direct conversation with offline audiences and recorded the skincare needs gathered in those conversations. The strong footfall drew Eslite’s attention to the brand’s performance and opened further opportunities for future cooperation.
1.Why did AKIMIA open a pop-up store at Eslite Songshan?
AKIMIA had reached consumers mainly through its online store and online advertising and wanted more face-to-face interaction. Eslite Songshan draws visitors aged 25–40 who value lifestyle and culture, and a one-month pop-up let them understand what sets microcurrent skincare apart and move toward membership and purchase.
2.What strategy and services did VOCAL MIDDLE provide for the AKIMIA pop-up?
VOCAL MIDDLE planned three core strategies: a voltage test that makes the microcurrent effect visible, a daily review of visitors reached and sign-up conversion to refine outreach, and a LINE redemption flow in which a free mask starts the membership relationship. The scope covered pop-up PR planning, on-site interaction design, and the membership conversion mechanism.
3.How does this case differ from a typical pop-up store campaign?
Eslite Songshan visitors respond coolly to promotional calls from beauty brands and prefer to build trust through experience and brand story. The case therefore did not centre on price messages and used a voltage test to let visitors see the microcurrent effect for themselves. The team also reviewed visitors reached and sign-up conversion every day and adjusted scripts and routes, treating the pop-up as a new-customer entry point to be optimised continuously.
4.What verifiable outcomes did the AKIMIA pop-up produce?
Over 30 days, the team spoke with more than 4,300 visitors, attracted more than 1,600 new members, and recorded a 66% purchase rate among weekend visitors. These figures follow the aggregate wording of the published case page of 2025-09-13. It was the brand’s first pop-up store, and Eslite took note of the results and of possible future cooperation.
5.How does this case relate to AI PR?
AI PR concerns how humans and AI come to understand and trust a brand. This case addressed the starting point of that understanding and trust: consumers saw microcurrent as vague or out of reach, and the live voltage test gave the claim visible evidence. LINE sign-up and the free mask carried the experience into a membership relationship, and the skin concerns and needs gathered on site give the brand a basis for explaining its products later.
