'Gravity' Hair Loss Shampoo, First Industry Launch Support
Four Consecutive Sell-Outs on TV Home Shopping... 150,000 Bottles Sold
Exclusive Overseas Export Contract... Aiming for Entry into 10 Countries
On June 27, Lotte Home Shopping announced that it will strengthen its multi-channel distribution platform business, which supports the discovery of outstanding products from domestic small and medium-sized enterprises and assists with everything from domestic market entry to export.
Broadcast screen selling the functional hair loss shampoo Gravity on Taiwan's number one home shopping channel, Momo Home Shopping. Provided by Lotte Home Shopping
Notably, in September of last year, the company discovered and introduced the functional hair loss shampoo "Gravity" for the first time in the industry. Gravity is a functional hair care brand developed by Polyphenol Factory, a startup founded by Lee Haeshin, a distinguished professor of chemistry at KAIST.
Lotte Home Shopping signed a memorandum of understanding (MOU) with Polyphenol Factory for the commercialization of functional cosmetics from the early stages when Lee began researching the product. Subsequently, during Gravity's launch broadcast on Lotte Home Shopping, all 20,000 bottles prepared sold out within 60 minutes, achieving remarkable success.
To ensure Gravity’s successful launch, Lotte Home Shopping promoted the product not only through TV home shopping but also via live commerce, YouTube, and social networking services (SNS). As a result, Gravity achieved four consecutive sell-outs following its TV home shopping debut, and a total of 150,000 bottles have been sold through six broadcasts to date. Polyphenol Factory plans to expand its production facilities in the second half of this year and increase its current monthly supply volume of 30,000 bottles.
Lotte Home Shopping and Polyphenol Factory also signed an exclusive contract on May 11 for the overseas export of Gravity. Starting with five countries, including France and Italy, they plan to export 10,000 bottles of Gravity shampoo annually. Their goal is to expand into more than ten countries by developing localization strategies and identifying local partners for each market.
Gravity shampoo was also introduced on Taiwan's number one home shopping channel, Momo Home Shopping. Taking into account Taiwan's hot and humid climate, which causes hair to become limp easily, the export package featured messaging highlighting the product’s volumizing effect, leading to a sell-out. The company also plans to export Gravity shampoo to Japan, Indonesia, and other countries in the second half of this year.
Kim Jaegyeom, CEO of Lotte Home Shopping, stated, "We will continue to play the role of a multi-channel distribution platform so that Gravity shampoo can grow into a global brand."
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