Jongwook Byun, mise-en-scène BM Team I planned the overall product line for mise-en-scène Perfect Magic Straight, with a primary focus on the treatment and serum products. I collaborated with Jinwoo to develop product operation strategies, considering which channels would best reach customers. We aimed to highlight both the functional and aesthetic aspects of the product, directing efforts toward making hair care ultimately appear like a fashion statement.

Jinwoo Choi, Daily Beauty GTM TF When I was on the BM team, I was responsible for product planning for the mise-en-scène Perfect Magic Straight line, handling the shampoo development. I collaborated with research labs and relevant departments to design clinical trials and customer surveys, ensuring we launched a product superior in both functionality and effectiveness compared to similar products on the market. After joining the GTM (Go-To-Market) team, I focused on ensuring the effective implementation of the strategies we had carefully developed with related departments.

Soyoung Kim, Brand Creative 3 Team I was responsible for the overall creative aspects, including product design, visuals, and detailed web pages. For product design, I conveyed the core message of ‘shiny straight hair’ through purple color and glitter texture, and carefully planned product shots that highlighted the product’s characteristics for use on online detail pages. The mise-en-scène Perfect Magic Straight line features Aurora Flat™ technology and a sparkling formulation. I wanted to incorporate these aspects attractively into the design, so I focused mainly on container molding, label colors, and texture implementation.

Daeun Kim, HBD1 Lab I’ve been researching and developing hair care products for about ten years since joining the Hair Care team. For the mise-en-scène Perfect Magic Straight line, I was responsible for creating the treatment product formula and straightening efficacy technology. Although they’re not here today, Daun An handled the technical communications to enhance the entire line’s appeal, Minjin Kim led shampoo development, and Sunhye Lee oversaw serum development, all of whom contributed to the completion of this attractive product line.

Jongwook Byun, mise-en-scène BM Team There has always been customer demand for straightening hair. The existing solutions, however, were limited to salon treatments or using flat irons, which required significant time and money. We sought to meet this need with a youthful sensibility and trendy keywords under the product concept of ‘Escape from Curly Hair! Glossy and Sleek Every Day.’

Soyoung Kim, Brand Creative 3 Team For the design, we focused on ‘smooth, sleek styling’ as our core message and devoted immense effort to conveying the product’s functionality intuitively. Building on the existing restrained look of Perfect Serum, we added a stylish kick to appeal to users who enjoy self-styling and prefer trendy designs.

Daeun Kim, HBD1 Lab When conducting customer surveys about hair concerns, the top issues consistently identified are ‘frizz’ and ‘flyaway hair.’ It’s been reported that 53% of Koreans have curly hair. We felt it was necessary to develop technology and products that could provide tangible, straightening, and calming effects while caring for damaged hair daily.

Jongwook Byun, mise-en-scène BM Team I think it was around August 2023 when we began to concretize this product concept and prepare it for commercialization. And we launched in August 2024, so it took a full year. It was born through collaboration with many related departments.

Jongwook Byun, mise-en-scène BM Team Since I believed that customers experiencing their hair being straightened was key, I think I conducted more product evaluations during this project than in any other part of my BM career. I was so desperate that I even asked female colleagues from Daily Beauty, with whom I wasn’t particularly close, to test the products. For each internal evaluation, I requested feedback from at least 20 women in their 20s and 30s. I even grew my hair out, which didn’t suit me, to test it myself. At home, I constantly tested it on my wife’s hair countless times. Then, one day, when I finally noticed a change in my hair, I gained the confidence to launch the product.

Jinwoo Choi, Daily Beauty GTM TF The stage of establishing the marketing plan is what I remember most. Jongwook and I considered collaborating with influencers from the planning stage and even attempted to contact them through direct messages. Of course, we were rejected by all of them, but in the end, the MC team connected us with an influencer who was ideally suited to Magic Straight. I recall the ups and downs we experienced as we navigated each step of the process. I want to thank everyone who helped us on the development and launch of Magic Straight.

Soyoung Kim, Brand Creative 3 Team For design work, I believed that an accurate understanding of the technology was needed, so I sought much help from the BM team and researchers. I’m grateful that they took the time to explain everything to me. Above all, finding the exact tone and texture of purple was the most challenging part of the design process. I tried about ten different purple tones with various opacity levels and applied glitter texture to the container to harmonize with the aurora particles in the formula, making numerous adjustments. Especially with transparent containers, the color changes significantly depending on the contents, so considerable effort was required to minimize these changes and maintain a consistent color.

Daeun Kim, HBD1 Lab Before researching the efficacy of straightening, I visited salons to receive clinical treatments and interviewed designers to gather various customer perspectives, aiming to gain a deeper understanding of straight looks. Through this process, we invested considerable thought and experimentation in integrating the benefits customers appreciated into a daily-use, home care product. I personally have the typical concern of flyaway curly hair. After using various experimental products every day, my team members now tell me that ‘the flyaway curly hair has almost disappeared’ and ‘your hair looks much more settled.’

Jongwook Byun, mise-en-scène BM Team Beyond the evident and immediate efficacy, we focused on ensuring the product would be perceived as fashionable. We gave a lot of thought to what image would best convey trendiness and immediate change. We thought aurora might be the most suitable color scheme. The first impression of Aurora is one of mystery, and we wanted to convey its mystical efficacy to customers through the image of mise-en-scène Perfect Magic Straight.

Jinwoo Choi, Daily Beauty GTM TF I think we struggled most with ‘what to name the product.’ We wanted a product name that would immediately convey to consumers that ‘this is a product designed to solve the curliness.’ Among many candidates, the product name was born as the very simple but intuitive ‘Magic Straight,’ which also created pressure to make a product worthy of the name. We conducted not only formula development but also thorough product evaluations, surpassing those of any other product.

Soyoung Kim, Brand Creative 3 Team The most important considerations were user characteristics, latest trends, and differentiation from existing lines. Inspired by the fashion trends of ballet core look and glass beauty, we selected colors and textures for users who are interested in self-styling and prefer trendy items. Additionally, to differentiate it from the existing line, we expanded the color range and added dynamic post-processing to achieve a stylish look.

Daeun Kim, HBD1 Lab We focused on the formula and technology to ensure customers could experience benefits beyond the general softening effect typically associated with ‘treatment’ products—benefits they truly want, such as taming flyaway hair, styling ease, and achieving a straight look without damage. To achieve this, we developed the first set of clinical evaluation metrics in collaboration with relevant departments, including the Clinical Lab and Analysis Lab, and demonstrated various efficacy effects with our products.

Daeun Kim, HBD1 Lab The Aurora Flat^TM technology helps create a smooth, glossy hair surface by filling in the rough surface of damaged hair, forming a flat film, and evenly reflecting light. It enhances the straightening effect by providing an additional level of refinement to the straightening technology’s efficacy, which each shampoo, treatment, and serum possesses.

Daeun Kim, HBD1 Lab This was the first case of utilizing natural semi-curly hair in clinical trials. We defined and evaluated straightening metrics by combining measurements of hair changes throughout the day. We confirmed that using all three products together resulted in 128% straightening efficacy compared to before use, with the straightening effect maintained over time. We also found that while hair typically becomes frizzy in high-humidity conditions, using the mise-en-scène Perfect Magic Straight products reduced frizziness for up to 24 hours. We also conducted surveys targeting customers who usually worry about curly hair, and the satisfaction rate for straightening efficacy was high at 97.4% when the treatment and serum were used in combination.

Soyoung Kim, Brand Creative 3 Team We planned a fashionable, youthful magazine-concept detailed page targeting customers in their 20s. For the opening page, we employed sensational collage methods, such as torn paper material or sticker collage formats. For informational pages, we applied clean line layouts inspired by straight functionality, focusing on precise information delivery. Together with Hyewon Koo from our team, we worked diligently to incorporate these considerations into the overall visuals and page composition, which would further highlight the products. I want to take this opportunity to express my sincere gratitude.

Jongwook Byun, mise-en-scène BM Team We proposed routinizing the three products for customers, and I was confident that if they did so, they would feel the efficacy just as I did. It’s incredibly unusual for a 3-piece set product in daily beauty to sell well as a whole, but for the Magic line, the 3-piece set was the most popular, and subsequently, the individual products all sold equally well.

Jinwoo Choi, Daily Beauty GTM TF Overall, it’s a product with no shortcomings. Thanks to the research lab’s assistance, we implemented high-quality content and a distinctive appearance. Moreover, thanks to the design team’s efforts, we received a stunning package. We also introduced a very attractive new fragrance, ensuring that our target customers would definitely love it.

Soyoung Kim, Brand Creative 3 Team From a design perspective, the charm point is the ethereal design that evokes flowing, shiny hair. The aurora particles in the formula create an aurora-like effect, and the glittery texture of the container has a more pronounced impact when it interacts with the aurora particles in the content.

Daeun Kim, HBD1 Lab Given that many customers have concerns about semi-curly hair, the charm lies in the fact that you can feel the difference simply by switching to your everyday products, such as shampoo, treatment, and serum. Reading reviews like “my curly hair straightened as if I had gotten a magic treatment” or “I used to have to use a flat iron multiple times every time I styled my hair, but after using this product, my hair straightens and settles easily with just one or two passes, making my busy mornings easier” makes me feel like our research was genuinely worthwhile.

Jinwoo Choi, Daily Beauty GTM TF We planned and moved forward with a ‘Musinsa pre-launch,’ a platform that had not been attempted in daily beauty before. This product has the potential to create tremendous synergy on a platform connected to the fashion industry. We ensured Magic Straight was showcased in various ways through Musinsa’s showcase page and Snap tab, and I believe these strategies did more than display the product to customers—they made them envision how they would look using this product.

Jinwoo Choi, Daily Beauty GTM TF After much deliberation and market research, we invested considerable effort in the Japanese launch, in addition to Musinsa. We contacted them through proposals and product evaluations from the development stage, and after the Musinsa launch, we participated in Qoo10’s significant ‘Megawari’ event, achieving early sellout success. Thanks to this, we were able to smoothly expand to Olive Young and other channels. Based on these results, we plan to enter the U.S. Amazon and North American markets.

Jongwook Byun, mise-en-scène BM Team I think customers immediately felt the efficacy we focused on most. We launched on Musinsa on the last Wednesday afternoon of August the previous year, and I hardly slept Friday night checking reviews. From Saturday afternoon, the review content began to spread organically across various social media platforms and beauty communities, experiencing explosive growth in response. It proudly ranked #1 on Musinsa during the Beauty Festa period, even surpassing fashion items.

Jinwoo Choi, Daily Beauty GTM TF I think it’s the product quality. When consumers use this product and experience its efficacy, they’ll be satisfied, which in turn leads to a repurchase. The large amount of organic content shows that the product quality has been recognized.

Soyoung Kim, Brand Creative 3 Team To plan the concept more genuinely, considering how hair would look after using the product, I straightened my hair first (haha). I also researched many idol stage makeup and hair styling trends to incorporate them directly into the product design. This authenticity appeals to customers.

Daeun Kim, HBD1 Lab When considering how to communicate efficacy, we applied for three patents for a single line to emphasize our technical expertise. Typically, a single patent technology is used across a line. To maximize synergy effects, however, we filed separate patent applications for technologies optimized for each product. We had multiple meetings with marketing to organize this information clearly for customers on the detail page. We also created new clinical evaluation methods to communicate straightening effects. The love from many customers comes not only from those present here but also from the help of staff from various labs, including Clinical, Analysis, Safety, and Fragrance Labs!

Jongwook Byun, mise-en-scène BM Team Styling frizzy hair is a challenging task, even for those with naturally curly hair. mise-en-scène Perfect Magic Straight allows you to achieve smooth and soft hair easily and comfortably at home. Not only women, but men like me can also feel that their hair is well-styled just by using the shampoo and treatment. Through this, I think my personal New Beauty tip is getting a neatly styled hairstyle that’s true to myself. Since preventing frizzy and unruly hair (anti-frizz) is also a crucial need from a global perspective, I believe there will be even more interest in the ‘mise-en-scène Magic Straight Hair Line’ in the future. I would appreciate your continued support so that our sincerity can reach not only domestic but also more global customers.

Jinwoo Choi, Daily Beauty GTM TF Some people might think straight products make hair flat, droopy, or sticky. However, as someone with curly hair who has struggled with this concern since childhood, I can proudly say that this product is not like that. Using this product doesn’t alter your inherent uniqueness, but it helps complete a style that incorporates your individuality. Especially given the wash-out nature of the product, I kept in mind that you can style your hair in your way, starting from the shower, and that’s how I use it too.

Soyoung Kim, Brand Creative 3 Team I think about the people who will use the products first and incorporate images that match them into the product. Reflecting on New Beauty and considering my own beauty, I attempted to include my style into it as well. I, who love diverse textures, use the mise-en-Scène Perfect Magic Straight products to achieve straight hair styling without perms, and create varied looks by combining them with polish oil.

Daeun Kim, HBD1 Lab Based on the mise-en-scène brand philosophy of ‘directing your hair style and image with high completeness,’ our product and technology research has also created professional and diverse products to realize customers’ beauty—New Beauty. The Magic Straight line features advanced technology to help achieve daily straight looks and a refined appearance, so please try it with confidence. I believe I can complete my own New Beauty by utilizing the three-step product approach.

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