Moda Moda, a haircare brand represented by Bae Hyung-jin, announced that its recently launched product, 'One-Step Easy Cover Bubble Shampoo,' has surpassed cumulative sales of 20,000 units within a month of its release. The initial supply of 10,000 units provided to Olive Young has completely sold out, and the product quickly ranked first in sales within the shampoo category on Olive Young's online mall shortly after its launch.
This success marks the second consecutive hit for the 'One-Step Easy' line, following the strong performance of the 'One-Step Easy Hair Tattoo Brush,' which launched in January and has sold over 320,000 units at an average of 50,000 units monthly as of late July. The new bubble shampoo follows the tattoo brush, which focuses on covering specific areas quickly while also managing gray hair and volume through the shampoo process, establishing the 'One-Step Easy' line as a flagship gray hair care range for Moda Moda.
The driving force behind this popularity appears to be women in their 20s to 40s, with eight out of ten purchasers being female. This trend suggests that consumers are opting for easier management of gray hair within their daily haircare routines rather than engaging in separate dyeing processes.
'One-Step Easy Cover Bubble Shampoo' is designed to manage both gray hair and hair volume during the routine washing stage. It utilizes the 'AIR BUBBLE COATING™' technology developed from 10 years of research at Moda Moda, avoiding chemical dyes. This proprietary ingredient 'BLACK CHANGE™ Complex,' validated through publication in SCI-level journals, enhances the product’s efficacy.
The shampoo attaches a natural brown color to the hair surface, maintaining stable dyeing for up to 90 days, and has been confirmed to improve volume by approximately 15% after just one use across various hair areas, including roots and bangs.
The application method also differentiates itself from existing gray hair care products, featuring a high-density bubble formula that can be applied to just the noticeable areas, such as bangs and partings, allowing for easy and effective home care without complex steps. Additionally, it includes a patented ingredient, 'SCALP-CLERA™,' which alleviates scalp irritation, and follows a 4-FREE formula that excludes PPD, dyes, silicone, and sulfates.
Moda Moda plans to build on this initial success with continued sales momentum during the upcoming Olive Young promotion period from August 30 to September 5, where 10,000 additional units of the bubble shampoo will be made available. A 44% discount promotion will also be offered during the event.
Bae Hyung-jin noted, 'Following the successful launch of the tattoo brush, we have received positive feedback on the bubble shampoo, further confirming consumer demand for simpler solutions in managing gray hair care. We are committed to continuously introducing differentiated products and experiences that consumers can truly feel, based on our accumulated expertise in gray hair care.'
