The women’s hair care and styling brand Daleaf has teamed up with comedian Eom Ji-yoon to create engaging content that highlights the strong hold of their Glam Styling Fixer. This collaboration features Eom’s popular character, Eom Na-gyeong, showcased in a flight attendant concept, effectively demonstrating the product’s durability even during long flights.
Reaching approximately 390,000 viewers via a comedy channel, the content aimed to expand engagement with female consumers in their 20s to 30s, effectively drawing interest from job seekers, including trainees preparing for careers in aviation. By capturing the importance of tidy hair in making a good first impression, the content positioned the Glam Styling Fixer as an essential item for job seekers.
Following the content release, sales of the Glam Styling Fixer surged, achieving an average sales increase of about 230% compared to prior sales figures, securing the number one spot in Olive Young’s overall sales ranking during the same period. This indicates a successful conversion of consumer interest into actual purchasing behavior, further solidifying the product’s market appeal.
To celebrate the content launch, a consumer participation event has been initiated. Participants who leave expectations of the product by August 31 will be entered into a draw to win one of five sets containing a full-size 200ml Glam Styling Fixer and a 30ml mini fixer, aiming to enhance consumer engagement with the collaborative content.
Additionally, the Glam Styling Fixer has been recognized as an MD’s Pick in the Base Styling category at the 2025 Olive Young Awards, receiving over 6,000 cumulative reviews and consistently positive feedback from consumers.
From August 30 to September 5, during Olive Young’s regular sale, the Glam Styling Fixer set will be offered at a 24% discount, which consists of a 200ml full-size product along with a 30ml mini fixer.
A spokesperson for Daleaf stated, “This collaboration focuses on seamlessly connecting Eom Na-gyeong’s cheerful character with the product features of the Glam Styling Fixer. We hope to convey the product’s strong hold in a more relatable manner through the content and utilize the Olive Young sale to introduce the product to more consumers.”
