Amorepacific’s RYO Double Effector Black Shampoo debuted in April on a number of on-line and offline channels and the launch exceeded the agency’s expectations.
In accordance with the corporate, the merchandise’ pre-launch gross sales on channels together with G-Market and SSG.com promptly bought out due to the “scorching response” from customers. The product additionally shortly topped the hair care rankings on E-mart, an offline retailer.
A month later, rival LG H&H launched two gray hair care merchandise underneath its hair care model ReEn and claims to have bought over 200,000 unit inside three weeks of its launch.
It added that house procuring channel GS Store bought 27 models per minute and ReEn achieved the highest spot within the hair care class for a number of of its retail companions together with E-mart and Lotte Mart.
LG H&H attributed the success of the merchandise to extend client concern for gray hair, that are extra prevalent due to varied exterior components, together with stress.
Like Amorepacific, LG H&H appears to have been overwhelmed by the success of the launch because the merchandise have been out of inventory.
As of June 3, the ReEn gray hair care merchandise had been nonetheless out of inventory and LG H&H issued a press assertion that it “was working laborious to safe extra portions”.
Moreover, the corporate mentioned that it plans to launch a brand new model of the hair merchandise for darkish brown hair across the center of June.
Anti-ageing hair care options
Along with masking up gray hair, the merchandise from each RYO and ReEn declare to sort out hair loss and assist to strengthen hair roots.
Each comprise proprietary components in addition to pure components. LG H&H claims its Black Tint Complicated accommodates black bean and black sesame extracts, in addition to safflower and gardenia. In accordance with the agency, the formulation is hypoallergenic.
Amorepacific, alternatively, applies its Black Firming expertise with components derived from conventional oriental components equivalent to black ginseng, black beans, and arrowroot.
In January, South Korea’s Ministry of Meals and Drug Security (MFDS) prohibited 1,2,4-trihydroxybenzene as a uncooked materials in beauty merchandise. This affected well-liked gray hair care model Modamoda.
RYO advertising and marketing workforce chief Noh Hyun-jin famous that this controversy sparked client issues over such merchandise and emphasised that Amorepacific’s Black Firming expertise helps to handle hair in a “wholesome approach”.
Moreover, RYO’s gray hair merchandise had been licensed for security by impartial scientific institute Dermatest.