AmorePacific Launches Lifestyle Brand 'Longtake'

by Moon Hyewon

Published 12 Apr.2022 10:24(KST)

[Asia Economy Reporter Moon Hyewon] Amorepacific announced on the 12th that it will newly launch the lifestyle brand ‘Longtake,’ which features a distinctive sensory fragrance.

Longtake is a lifestyle brand where you can experience a long-lasting sensory scent along with carefully designed high efficacy. Inspired by deep forests, it combines a unique ‘woody scent’ sensibility with a sustainability philosophy to present a new paradigm of clean beauty.

To implement the sustainability philosophy, all Longtake products use an ‘oakwood upcycling fragrance’ base, which is reprocessed sawdust from old trees left over from woodworking shops. It also received vegan certification with plant-derived efficacy ingredients such as cypress leaves, black soybeans, and rose flower extracts. Another feature is the application of packaging with excellent recyclability using FSC-certified paper and soy ink.

Along with the brand launch this month, Longtake will first introduce hair care products with the ‘Sandalwood Intensive Line’ and the ‘Black Tea and Fig Softening Line.’ The Sandalwood Intensive Line is a high-nutrition, intensive care line that provides rich and deep nourishment for severely damaged hair. The Black Tea and Fig Softening Line is a daily damage care line that completes a soft and fresh shine. Each line consists of shampoo, treatment, and hair oil. In the second half of this year, the lineup will be expanded to include body and hand care, evolving into a lifestyle mega brand that meets diverse customer needs.

The representative product is the ‘Longtake Sandalwood Intensive Treatment.’ It features a deep and rich ‘woody musk scent’ never experienced before. The subtle and warm ‘spicy note’ scent combined with earthy tones evokes the comfort of a deep forest. It contains 35,000 ppm of plant-based protein to strengthen hair elasticity and improve breakage. It also includes a patented ingredient derived from cypress trees, providing rich nourishment to severely damaged hair, spreading smoothly while offering excellent hair absorption and adhesion. After use, you can experience feather-light softness without feeling greasy or weighed down all day long.

The Longtake Sandalwood Intensive Treatment will be available from this month at Olive Young online mall and nationwide offline stores.