In the context of the booming development of e-commerce, new retail POP-UP stores, which are one kind of temporary retail space, have become an important promotional way. Brands highly favor HPP (High-Profile-Promotion). Based on the theories of circular economy and systemic design, this research focuses on the sustainable optimization of the retail HPP system. Taking the internationally renowned fragrance and cosmetics brand D as a typical case, it conducts in-depth exploration by comprehensively using methods such as literature research, case studies, user surveys and physical space surveys. The study finds that although HPP activities can bring significant commercial value to brands, due to problems such as short duration and the use of disposable materials, they cause a relatively significant environmental impact.