On September 4, a long line formed early at the Aekyung Industry booth for its hair loss care brand, Blackfore, located on the second floor of the Musinsa Mega Store in Seongdong-gu, Seoul. Visitors were eager to meet comedian Kim Won-ho, who was appointed as the brand's first model in July.
Kim spent about two hours at the event, interacting with guests and taking photos. He also participated in a 100% winning lucky draw for customers who purchased products. Over 300 visitors attended, leading to the quick sellout of the 'Root Power Scalp Cool & Deep Clean Shampoo for Hair Loss Relief' during a 1+1 time deal. The Blackfore booth, which opened on September 1, will operate until September 14.
This event marks the first offline promotion by Aekyung Industry featuring a celebrity since launching its hair care brand. Following the launch of Blackfore in 2023, this is also the first time the company has focused on marketing with a model.
Aekyung's shift in marketing strategy reflects the rapid expansion of the hair loss market's consumer base. Traditionally dominated by men in their 30s to 50s, the demand for hair and scalp care has recently extended to women and those in their 20s. By selecting Kim Won-ho, who has a relatable image for young professionals, Aekyung aims to broaden its appeal.
Jeon Hyun-jeong, head of Aekyung's hair care division, stated, "After talking with Kim Won-ho, it was clear he is genuinely passionate about scalp care. We believe that a model who has personally used the product can instill trust in consumers."
Blackfore is a specialized hair loss care brand launched by Aekyung in 2023. Its flagship shampoo features 'self-foaming' technology, which creates fine bubbles upon contact with air, allowing for a more delicate cleansing of the scalp compared to traditional shampoos that require manual lathering. Blackfore has established itself as a leading brand in the hair loss shampoo category at Costco in South Korea.
Building on this success, Aekyung plans to expand Blackfore's product line from shampoos to comprehensive scalp care. Next year, the company intends to introduce a special care lineup and leave-in products related to scalp antioxidants. Aekyung is also collaborating with Dong Sung Pharmaceutical to enhance its expertise in hair loss and scalp care.
The development of Blackfore aligns with Aekyung's broader strategy to strengthen its hair care business. The company recently established a separate hair care division and appointed Jeon Hyun-jeong, who has nearly 20 years of experience in global beauty brands, as its first head.
Currently, the hair care segment accounts for about 20% of Aekyung's total revenue. As of July, international sales in the hair care category surpassed domestic sales, making up over 50% of the total. Aekyung aims to increase the hair care segment's revenue share to at least 25% of total sales by next year, supported by the expansion of its product portfolio and international business growth.
Jeon noted, "As Aekyung's overall revenue is expected to grow, the 25% target is quite ambitious. We are preparing several new initiatives for next year, in addition to our current products."
In line with this vision, Blackfore is also looking to expand into international markets. The brand is currently in discussions to enter Watsons in Taiwan and Hong Kong, and has proposed entry into Costco in the United States for next year. Aekyung plans to develop Blackfore into a global brand, following its success with Kerasis.
Jeon added, "This is the first time we are using a model to enhance brand awareness since Blackfore's inception in 2023. By employing Kim Won-ho, we have confirmed that our customer spectrum is broader than expected, and we will continue to expand Blackfore's customer base from young consumers to older demographics."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.