AMOREPACIFIC’s premium Korean herbal medicine-based shampoo brand Ryo is set to go from strength to strength in the Chinese market starting this July. In the run up to its exciting launch, the brand hosted a press event on May 21 in Beijing for over 70 beauty media outlets from China.

The venue of the event, styled around the concept of “Ryo museum,” attracted media spotlight with the melding of presentations on the brand’s history, concept, story and Korean beauty. The event was publicized via over 80 local media outlets (66 online media, 7 mobile media, 5 video media (including Youku), 2 WeChat), helping to rubber stamp Ryo’s successful market entry. 

In recent years, Chinese customers in their 20s and 30s have shown an increasing level of interest and demand for hair care products that can give healthy and shiny hair. The market is showing strong potential for products aimed at treating the scalp and hair loss. Armed with this insight, Ryo plans to secure its place in the local market by launching the Jayangyoonmo line, which is set to become the bestselling anti-hair loss shampoo in China.

Since entering the Chinese market in 2013, Ryo has released a variety of products such as Jinsaengbo, Hambitmo and Heukwoonmo via home shopping and on/offline channels. Starting from the latter half of this year, the brand will promote its philosophy – the scalp must be healthy in order to get luxuriant and beautiful hair – through the Jayangyoonmo line. The brand also plans to increase customer touchpoints by expanding channels to include drugstores and the premium markets of department stores, in addition to retail stores.

We hope Ryo continues to receive attention and love from local customers, along with other AMOREPACIFIC brands actively engaged in promoting Asian beauty in China.