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Biz News Korea(Eng)

Big brands join as gray-reducing shampoo creates a sensation in Korea

Collected: 2022.05.02

Distributed: 2022.05.03

Source: Go Direct

[Source: Amorepacific]

Big beauty names are joining the market of “hair-dying” shampoo pioneered by Moda Moda sold as a shampoo with the function of easing graying despite regulatory setback as consumer fever remains unfazed.

Moda Moda sold 42,624 bottles of “Pro-Change Black Shampoo” on a TV shopping mall on March 29, earning 1.3 billion won ($1.02 million). It sold 1 million bottles or 30 billion won worth in 20 promotion shows on the shopping channel.

The grey reducing shampoo, formulated with a natural antioxidant that reacts with oxygen and sunlight to darken grey hair into blackish brown gradually became an instant hit. The Ministry of Food and Drug Safety (MFDS) prohibited its sale and production, citing the presence of toxic chemicals in the shampoo in December last year.

The company protested against the MFDS’s decision and additional verification procedures are underway. Still-feverish response to the shampoo offered on TV home channels underscores consumer credibility in its products, said an official from Moda Moda.

Big companies are joining the gray-reducing shampoo market.

Amorepacific launched its grey reducing shampoo through its shampoo brand Ryo. Before its official launch, the shampoo received 99 percent positive answers in the customer satisfaction survey.

Another beauty brand Tonymoly’s natural color change shampoo sold more than 1 billion won in its two sales shows through a TV shopping channel. LG Household & Healthcare is also developing a grey reducing shampoo with natural ingredients.

By Kang Young-woon and Jenny Lee

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