- Showcases Global Competitiveness Through Mise-en-Scène's Perfect Serum and LABO-H's Scalp Strengthening Clinic

- Expands Local Customer Touchpoints with Interactive Booths to Boost Brand Awareness

Amorepacific's leading haircare brands, Mise-en-Scène and LABO-H, highlighted the competitiveness of K-Haircare through unique product experiences and content at 'Olive Young Festa LA 2026,' held for three days starting August 14.

Marking the first Olive Young Festa held in the United States, the event brought together 55 K-Beauty and lifestyle brands. Organized in conjunction with 'KCON LA 2026,' the world's largest K-lifestyle festival, it provided a venue for global attendees to experience K-Beauty firsthand. Amid growing global interest in K-Haircare, Amorepacific was represented by Mise-en-Scène and LABO-H.

Mise-en-Scène, which has fielded award-winning products at the Olive Young Awards for 11 consecutive years, designed its booth with the signature orange tone of its best-selling Perfect Serum and sparkling visual elements reflecting its slogan, 'Shine Your Scene.' Catering to North American consumers with diverse hair types, the brand showcased four serum varieties including Original, Super Rich, Styling, and Hydrating in a dedicated testing zone. Along with personalized consultations and gift giveaways to bolster customer satisfaction, the brand featured a variety of exciting experiences such as an 180-degree rotating photo booth where visitors could enjoy creating content on their own 'stage.'

LABO-H engaged with Los Angeles consumers under the concept of a 'Scalp Recharge Station,' presenting healthy scalp care solutions led by its Scalp Strengthening Shampoo, a four-time consecutive first-place winner at the Olive Young Awards. At the booth, the brand offered a three-step routine consisting of the Scalp Strengthening Clinic Shampoo, Capsule Treatment, and Hairline Ampoule, alongside seamless scalp consultations. Visitors were also provided with a space to test the recommended LABO-H products based on their assessment results. An 'Upside-Down Photo Zone' drew strong engagement on-site, cleverly illustrating hair retention resisting the effects of gravity to highlight the product's benefits in preventing hair loss.

A brand representative stated, "This event allowed us to engage directly with North American consumers and confirm the growing interest and potential for K-Haircare. Moving forward, we will continue to expand our consumer touchpoints through diverse hands-on opportunities."