Refield, a brand operated by Constant, has officially entered the Curly platform, as announced on the 12th. Through Curly’s beauty vertical channel, 'Beauty Curly,' Refield plans to showcase its entire product lineup and further expand its engagement with premium beauty consumers.
This entry into Curly is part of Refield’s strategy to position itself as a 'leave-on scalp care' brand, emphasizing a skincare approach rather than a traditional shampoo experience. The brand aims to strengthen its credibility among premium beauty consumers, who carefully compare ingredient efficacy and product benefits.
Beauty Curly is characterized by its data-driven curation of products, catering to discerning consumers by selecting brands based on ingredient quality. Refield has been recognized for its product efficacy as a scalp science brand, validated by proprietary patented ingredients such as cADPR™, leading to its invitation to join Beauty Curly. The brand's dermatologist-level scalp technology, combined with accumulated sales data and positive consumer feedback across various channels, played a significant role in the decision for full product entry into the platform.
With this new opportunity, Refield aims to broaden its consumer base, targeting not only women aged 20-40 facing hair loss but also the premium female clientele associated with Beauty Curly.
Consumers can find Refield's flagship products including the 'cADPR™ Booster Tonic,' 'cADPR Exosome 77 Scalp Ampoule,' and 'cADPR™ Scalp Cleanser' on Beauty Curly. Notably, the 'cADPR™ Booster Tonic' is featured in a special promotional kit containing both the full-size (70ml) and a refill (70ml), providing consumers with an opportunity to experience effective hair loss care without substantial financial barrier.
As part of its initiatives following the entry into Beauty Curly, Refield is conducting a launch promotion during 'Beauty Curly Festa' until the 19th. This promotional event includes discounts of up to 60% with coupon application. Additionally, purchases of the 'cADPR™ Booster Tonic' will receive a complimentary 20ml product, while buyers of the 'cADPR™ Scalp Cleanser' will receive a pack of three 9ml sachets. Moreover, consumers spending over 60,000 KRW will receive a guasha, and those spending over 90,000 KRW will receive a scalp scanner as a bonus gift.
Recently, Refield has accelerated its distribution channel diversification and expansion across both online and offline platforms. Currently, it operates various online channels, including its own site, Coupang, Naver, Olive Young, Musinsa, and Zigzag, while extending its offline presence in large supermarkets, pharmacies, and duty-free shops. The strategy involves defining roles for specific channels to broaden the overall distribution portfolio, marking the Beauty Curly entry as an initial step towards engaging in premium beauty channels.
Jung Keun-sik, CEO of Constant, stated, "Refield is leading the new paradigm of scalp care that allows to absorb necessary ingredients like skin instead of merely washing off like shampoo. With the entry into Beauty Curly, we intend to introduce Refield’s dermatological scalp science trend to more consumers, continuously expanding customer touchpoints to allow professional scalp care experiences in their daily lives."
