New Brands Skin U, LABO-H, and Ryo Cheonsamhwa are growing fast through the new changes led by Daily Beauty Unit. We've arranged an opportunity to hear from BMs and MCs of each product. Let's take a look into their product development journey and communication story.

Q. What is the competitiveness of each product? Let's talk about the haircare products first.

Kim Jin-su : LABO-H was born from the philosophy that 'scalp is also skin that requires daily skincare'. As a BM, it was always unfortunate to see how many customers start to seek hair loss shampoos only when they start to feel there's a scalp problem or actual hair loss. We don't do skincare or apply sunscreen only when there's a symptom on our faces, do we?

Jang En-ji : Generally, hair loss shampoos are developed to deliver a stiff or slightly rigid feeling of the hair for customers in their 40s and 50s, so it gives the hair some strength. But LABO-H targets women in their 20s and 30s, offering a soft silky texture. Many customers say that they are happy that by only using our shampoo their hair feels silky and soft, without having to use conditioner or treatment products.

Park Mi-jin : Cheonsamhwa is a shampoo developed still targeting women in their 40s and 50s, who experience hair loss. But we've differentiated the product using 'fragrance'. We made a lot of effort to find the perfect fragrance that goes with the needs of women in their 40s and 50s. And we conducted several fragrance lab customer surveys to create a fragrance for women, to make customers feel like women, instead of the scent of past Korean herbal medicine shampoos generally had. Of course, the shampoo offers the best functional benefits as well (laughs).

Q. Both brands have created a good product by focusing on target customer age. What about Skin U?

Byun Jong-wook : Skin U differentiates itself from other brands with 'foam'. Another name for Skin U is 'foam from another world' and 'meringue foam'. The foam also carries skincare ingredients, making the body wash product equipped with skincare benefits as well. We aim to create a new-concept cleansing market by offering a body wash product that not only focuses on its cleansing function, but also delivers skincare benefits.

Q. Are there any memorable episodes you'd like to share with us during the product development process?

Q. What's special about the product communication?

Q. It seems that you've successfully delivered the message of fragrance and rich foam to customers. What were the communications conducted by LABO-H and Cheonsamhwa?

Q. Share with us proud achievements until now and a brief plan for the future.

Park Mi-jin : For Cheonsamhwa, we have plans of creating a digital loop for reverse overseas direct purchase channel based on a collaboration between Global e-Commerce Team and BM for the first time for a new product of Daily Beauty Unit. The loop starts from launching on JD.com, China, and to leading more purchases by enhancing product awareness among women in China. We are still in the early stages, but we are dedicated to achieving good performance through continuous review.
On the offline side, we sold about KRW 900 million in sales since the pre-launch across supermarkets in April. We are now currently expanding our channels to e-commerce and reverse direct purchase. We also have plans to enter Cheonsamhwa into other regions, including China and Asean!

Jang En-ji : LABO-H ranked No. 1 in the Best 100 hair loss shampoo category on Naver Shopping as of end of June. In terms of sales, it recorded about KRW 900 million since its launch in March. The split between online and offline sales is 6:4, with a tendency towards online. I believe this is the result of our effort continuously managing keyword searches and reviews online.
Starting September, Daily Beauty Unit plans to start its directly-owned-and-managed mall business, which the Unit has not done before. The Unit expects to secure data on the pre-purchase journey by managing the mall and increase brand loyalty with a long-term perspective to contribute to a stable growth in sales by encouraging repeat purchases.

Byun Jong-wook : Skin U, which was launched in April, is selling one product every three minutes. And we have recorded about KRW 1.2 billion in sales as of end of June.
On the offline side, despite the unfavorable environment brought on by the COVID-19 pandemic, Skin U saw great achievements having all three Shower Gel products rank within the Top 5 premium body wash category when it was launched (according to Nielsen). On the online side, we adopted a strategy of quickly building up good-quality reviews and then taking different actions according to the different nature and features of channels such as Coupang, Naver, and Kakao. Most recently, in our event on Wemakeprice, we recorded daily sales of KRW 30 million. We implemented a customer seeding activity by conducting a sampling event for all customers who make a purchase on Olive Young Mall. And through such efforts, we were able to successfully enter offline Olive Young stores in August, as we expect to see a synergy effect consolidating both online and offline channels. And in September, we also plan to expand our base to reverse direct purchase in China!