[Cafe24] Cosmetics Brand 'Ohioohu'
Bubble Toner·Serum 6700·3100 Reviews
Most Reviews, Average Rating Reaches 9.7
[Asia Economy Reporter Lim Hye-seon] "When I was working as a model, my immune system collapsed due to irregular patterns and poor environments, causing severe facial flushing and dermatographia. I visited every place that was supposed to be good to restore my skin to normal, but the effects were minimal. I started focusing on home care and began to understand my skin."
◆Turning modeling experience into business= Kim Go-woon (37, photo), CEO, recalled the background of the cosmetics brand Ohiohu on the 18th. Her skin’s immune system had collapsed, and she incorporated her personal experience of regaining healthy skin into her business.
The products created based on her experience sparked a great response from customers. According to CEO Kim, their own mall built on the global e-commerce platform ‘Cafe24’ has about 80,000 reviews, with around 2,000 new reviews added monthly. The single items Work Wonders Toner (foam toner) and Wonder Drop Serum have 6,700 and 3,100 reviews respectively, which is a large number. The average rating of these collected reviews reaches 9.7.
Many customer feedbacks highlight a stark difference before and after using the products. CEO Kim focused on skincare from the beginning, drawing from her own experience of having unhealthy skin. She judged that a strong foundation is necessary to maintain healthy skin. She launched a toner, which is the first product to touch the skin.
◆"Quality, of course, but it must also be easy to use"= This toner, which has the most reviews among foam toners, has been on the market the longest but remains a steady seller. The application method is distinctly different from existing products. When the toner is dispensed into a dedicated container, it turns into foam, and applying the foam on the face allows moisture to be replenished less irritably than using traditional cotton pads. Also, unlike liquid toners, it eliminates the discomfort of dripping.
When developing products, CEO Kim puts effort not only into making the product itself well but also into improving usability. She said, "Every moment from development to launch, I keep saying ‘just a little more,’" adding, "I strive to fill in the small details to become a brand that embraces customers’ hearts beyond just the product."
One of the reasons Ohiohu has successfully settled in the skincare market is that CEO Kim understands the feelings of people with unhealthy skin better than anyone else. She said that the skin, especially the face, is the first thing people see when meeting others, so poor skin can cause significant psychological shrinkage. Therefore, she shares her experiences and know-how from when she struggled with her skin openly with customers.
◆Pioneering the U.S. and Japanese markets= This year, Ohiohu plans to diversify products and expand channels. Starting with skincare to maintain healthy skin, they will steadily increase body and hair products. Recently, they launched a new makeup product (cushion) and plan to expand the color line as early as this year. To increase customer touchpoints, they plan to sell through H&B stores and overseas markets such as the U.S. and Japan. Currently, products are sold through their own mall.
CEO Kim said, "Despite the difficult situation due to COVID-19, we received love from customers last year," adding, "We want to repay the love we received from customers by remaining a communicative brand and providing positive experiences without losing our original intention."
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