Shinsegae Inter launches hair loss functional brand 'I AM'... enters hair loss shampoo market

[Asia Economy Reporter Song Seung-yoon] Shinsegae International announced on the 26th that it is launching 'JUST AS I AM,' a functional brand for alleviating hair loss symptoms, and releasing a total of four products including two types of shampoo, treatment, and tonic. This is the first time Shinsegae International has launched its own hair care brand.

Shinsegae International planned the functional hair care brand to capture the rapidly growing hair loss market, especially among younger generations. From the planning stage, the concept, design, scent, functionality, model selection, and distribution channels were thoroughly targeted at the MZ generation (Millennials + Generation Z). The strategy is to attract not only existing customers concerned about hair loss but also consumers who previously had no needs related to hair loss as new customers.

The brand 'I AM' gave intuitive yet witty names to products such as 'I AM Shampoo' and 'I AM Treatment.' All products use a patented scalp environment improvement ingredient developed with proprietary technology and a patented sulfur ingredient that helps strengthen hair roots as the main components. Clinical trials have also proven improvement in hair loss symptoms.

The key sulfur-derived ingredient is a proprietary blend optimally combining five components: dietary sulfur, hot spring water, biotin, methionine, and cysteine. Sulfur is known as a keratin protein that constitutes hair and is excellent at removing waste. Among these, edible dietary sulfur is used to ensure safety. The container design and scent also target the preferences of the MZ generation, who favor niche perfumes. The products feature luxurious scents comparable to perfumes, such as amber musk and fig floral, and the containers are designed to be simple yet impactful for bathroom interiors. The brand model selected is singer BIBI.

The new products will be introduced through various online channels, including the brand’s official mall I AM, SI Village, SSG.com, and Naver Smart Store.

Kim Deok-joo, head of cosmetics at Shinsegae International, said, "With the launch of I AM, our in-house cosmetics portfolio has expanded from skincare, makeup, and perfume to hair care," adding, "We will strengthen investment in our own brands to establish a solid growth foundation."

This content was produced with the assistance of AI translation services.