Korean beauty company MISSHA recently announced the grand opening of its 'Sheet Mask Cafe,' which is not a brick-and-mortar pop-up space, but a creatively branded limited-time online sale of Korean sheet masks.
The Sheet Mask Cafe introduces a wide variety of sheet masks for 50%, meaning that many of the inexpensive masks can be purchased for less than five dollars. With an order of 10 masks, those who shop the Sheet Mask Cafe's selection are eligible to receive free shipping. Due to the nature of the sale, the Korean sheet masks have been selling out fast as part of the web sale.
Inspired by the effectiveness of physical pop-up shops and consumers' fear of missing out, many e-retailers are creating temporary "shops" online that offer a limited amount of inventory that will only be available temporarily.