"Gravity" Anti-Hair Loss Shampoo to Launch in Taiwan on May 22
Exclusive Fashion Brands LBL and Vivebridget to Enter Japanese Market
Lotte Home Shopping is strengthening its export platform business by expanding popular exclusive fashion and beauty brands from Korea to overseas home shopping channels, including those in Taiwan and Japan.
On May 20, Lotte Home Shopping announced that it will begin selling the anti-hair loss shampoo "Gravity," which caused a "sold-out frenzy" immediately after its launch in Korea, on Taiwan's leading home shopping channel, Momo Home Shopping, starting May 22. Gravity is a functional anti-hair loss shampoo brand developed by Polyphenol Factory, a startup founded by Lee Haeshin, a distinguished professor of chemistry at KAIST. Since its exclusive launch on Lotte Home Shopping last year, Gravity has sold out in four consecutive broadcasts and achieved cumulative sales of 150,000 bottles.
Taiwan Momo Home Shopping is introducing Lotte Home Shopping's exclusive fashion brand 'Vivebridget'. Photo by Lotte Home Shopping
Lotte Home Shopping has signed an exclusive overseas export contract with Polyphenol Factory for Gravity and will enter the global market starting with Taiwan. The company stated that, due to Taiwan's hot and humid climate, which causes hair to flatten easily, Gravity's specialization in enhancing hair volume is expected to receive a positive response from local consumers. Lotte Home Shopping also plans to expand into other major Asian markets, including Japan and Indonesia, as well as additional countries in the future.
Next month, Lotte Home Shopping will launch its exclusive fashion brand "Vivebridget" on Japan's largest home shopping channel, Shop Channel. The brand planner will appear live on the broadcast to introduce the products in detail. Previously, since 2016, Lotte Home Shopping has launched exclusive fashion brands such as "LBL" and "Vivebridget" on Momo Home Shopping, receiving a positive response locally. LBL achieved cumulative orders of 12 billion KRW by localizing with premium materials such as linen and silk to suit Taiwan's hot and humid climate. Vivebridget also introduced "string pants" made from breathable linen on May 9, with all prepared stock selling out.
Lee Sangyong, head of Lotte Home Shopping's Brand Development Lab, stated, "We will continue to actively expand the overseas presence of outstanding K-brands through localization strategies that reflect the characteristics of each country and customer data."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
