Jisoo Seong I oversee everything from branding to product planning and development of the hair care category, including the ENRICH BONDING line, all the way through to launch. Within AYUNCHE, this line was a critical pillar of the brand, so there was extensive internal deliberation from the earliest stages of planning. As a brand that originated in the salon, we worked hard to satisfy professional stylists while also delivering the expert-level care that our customers need.

Juhyeon Kwak I handle domestic marketing communications for AYUNCHE. I was responsible for designing and executing the IMC strategy for the ENRICH BONDING line from start to finish. Rather than simply communicating product features, I spent a lot of time thinking about how to bring 'the salon experience' naturally into consumers' everyday lives. The goal was to build a structure that flowed from expert-driven content all the way through to community and social media.

Hyeju Kang I oversee global marketing for amos professional and AYUNCHE, with a particular focus on the North American market, specifically Amazon US. My work is about helping international customers understand AYUNCHE's 'K-salon expertise': not simply translating, but re-articulating it in another language to connect meaningfully with global audiences.

Donghwi Kim I work on hair care product development at the Hair & Beauty 1Lab. For the ENRICH BONDING line, I focused on bonding technology with added heat protection, designing the formula to deliver proven results in real salon environments and in everyday consumer use at home.

Jisoo Seong I've been working on AYUNCHE for ten years now. Back in 2021, we undertook a full brand reframing. We wanted to capture what real 'salon care' means for a brand born in the salon, so we naturally built the portfolio around that salon-centric identity. Within that framework, ENRICH BONDING was conceived as the flagship damage care line under the TAKE HOME category. Think of it as salon aftercare and daily home care in one, designed to help you maintain the results of a salon treatment once you're back at home.

Juhyeon Kwak Looking at the hair market today, it's clearly shifting toward routine-based consumption. Where it was once dominated by styling, the focus has moved to consistent, ongoing care. So we centered the concept on a daily salon-care routine you can do at home, to make the salon treatment experience continuous rather than a one-off event.

Donghwi Kim On the development side, we were working from a similar starting point. There were already plenty of coating-based products on the market, so the question we kept coming back to was: 'Can we actually replicate salon clinic-level results at home?' Working out how to do that technically was quite a challenge.

Donghwi Kim The most fundamental quality is that it cares for hair, not just on the surface, but through bonding to support protein repair from within. It's designed to both strengthen damaged hair and provide protection against heat damage at the same time.
What's equally important is that these aren't just concepts; they've been validated through efficacy testing with measurable data. We observed meaningful improvements in both hair roughness and internal hair fiber density indicators1) after a single use and with repeated use, confirming that the technology isn't merely theoretical but is connected to real, tangible results.

Jisoo Seong What makes the ENRICH BONDING line special is that it's a product recommended by hair designers, the professionals most invested in the health of damaged hair. If you look at consumer reviews, there are many comments along the lines of "my stylist at the salon recommended it."
Beyond efficacy, we paid careful attention to texture, feel, scent, and finish, and I think that attention to detail is what has earned the trust of both discerning stylists and the customers who use the products. That trust has naturally lifted the brand's overall perception as well.

Hyeju Kang In the North American market, the ENRICH BONDING Cream has grown on the strength of organic purchases and repeat buys. The most consistent feedback we heard was that it 'feels light but delivers noticeably smoother hair.'
The fact that a single leave-in product can provide both a polished, salon-quality finish and the damage care customers are looking for, without complicated multi-step routines and without feeling sticky or heavy, has really stood out as a key differentiator.

Jisoo Seong It incorporates Amorepacific's proprietary bonding technology3) and a patented heat protection ingredient4), protecting hair from heat up to 450°F (232°C)4) while helping to repair the protein bonds in damaged hair, improving split ends and rough texture. It also delivers instant softness to detangle hair and reduce frizz. The creamy formula is another highlight, absorbing cleanly and leaving no sticky residue.

Juhyeon Kwak Scent is an essential element of AYUNCHE products. We carefully designed a distinct fragrance for each line based on hair type and function, so that the moment of using the product becomes a sensory experience in itself. Personally, when I'm tired in the middle of a long workday, and I shampoo with an AYUNCHE product, the scent actually clears my head. It goes beyond simple hair care, creating a brief yet real sense of refreshment. The ENRICH BONDING line carries a fresh citrus scent that provides an energizing lift. In contrast, the ENHANCING SILKY line has a soft, fruity-floral fragrance that creates a more feminine, delicate mood. Most recently, off the back of the positive response to the ENHANCING SILKY line's fragrance, we launched a mist version, an item that goes beyond hair care and can be used throughout the day like a light perfume mist.

Donghwi Kim The most important thing in developing the ENRICH BONDING Cream was faithfully reflecting both the real salon environment and the way customers actually use products at home. These days, customers aren't just dealing with chemical treatments like coloring and perms; they're also using heat-styling tools like hair dryers and flat irons almost every day, which means hair damage is rarely caused by a single factor.
So rather than simply looking at whether 'damaged hair improves,' we designed the testing to confirm two things at once: 'Is there actual improvement in the hair's protein bonds?' and 'Can the hair be protected from heat-styling tools?' We also evaluated improvements in hair damage from repeated use, not just immediately after a single application, to ensure the at-home experience felt as close as possible to a professional salon treatment.

Donghwi Kim We conducted a range of tests covering improvements in split ends, hair fiber density, hair roughness, and protein bonds. Among these, we particularly wanted to show customers how the bonding technology works on hair, and through testing, we confirmed that protein components are effectively replenished in the hair fiber, yielding meaningful results.
The heat-protection technology works by coating the hair to shield it from heat and preserve its condition after bonding care. No matter how much you improve damaged hair, if it isn't protected during heat styling, the damage will keep coming back. The ENRICH BONDING Cream is designed to be used both before and after blow-drying, and our tests evaluated hair fiber density** and hair roughness** after heat exposure, confirming a perceptible heat protection effect.

Jisoo Seong Early in development, I actually brought the product to the stylist I've been going to for years in person and asked her to try it. She used it at the salon and gave me incredibly detailed feedback, and what she said to me that day has stayed with me ever since. More recently, hearing someone say, "The stylists around me are all using AYUNCHE and talking about it. It's really taken off!" made the brand's growth feel real in a way it never had before. I was truly overjoyed.

Juhyeon Kwak The question I kept coming back to was, "Whom do we get to talk about this?" These days, what matters isn't the brand saying something — it's who experienced it and how. So from the start, I knew the structure had to be built around real users, not big-name influencers. Working with domestic product testers, YouTube creators, and social media events, we took a targeted, community-driven approach to building organic word-of-mouth. There were risks involved, but in the end, we managed to create a flow where consumers did the talking themselves. That was the most rewarding part of it all.

Juhyeon Kwak The biggest challenge was striking a balance between preserving AYUNCHE's salon-based expertise and presenting it in a way consumers could easily understand. Salon brands tend to lean heavily on technical messaging, so rather than leading with that directly, we focused on recasting it in language consumers could instantly relate to. For example, we connected the need for the product through intuitive, everyday scenarios, like "if your hair gets into tight knots when you tie it back, that's damaged hair." In the future, we want to keep building on this kind of thinking to help more customers recognize why the Bonding Cream belongs in their routine.

Donghwi Kim The hardest part was striking the “right balance between efficacy and feel.” When you push for stronger results, the formula tends to get heavier, but this is a daily-use product, so it can't feel like a burden to reach for every day. I remember doing test after test, constantly adjusting the spreadability, absorption feel, and residue until everything came together.

Hyeju Kang What struck me most about the North American market was realizing that "the things we took for granted here are by no means universal." At the same time, things we barely thought about were getting a much bigger response overseas.
So rather than simply bringing the product as-is to a new market, I kept asking myself: 'How do we re-explain this for a different audience?' During a major Amazon promotional period, we worked with influencers to test our messaging and content in local consumers' languages, and those efforts translated into the brand's highest-ever sales. That experience confirmed that 'redefining the product in the local consumer's language' is absolutely key, and it was a huge moment of personal growth for me as well.

Hyeju Kang We drew heavily on Amazon US data. By looking at reviews and search data, we first tried to understand exactly which aspects consumers were responding to. Through that process, we discovered that the ENRICH BONDING Cream was being perceived as a product that 'feels light but delivers results you can feel right away,' and we rebuilt our messaging around that insight. We also hold brand meetups with influencers to maintain regular dialogue with trend-aware local customers, continue developing our unique points of appeal, and continually reference keyword search volumes on META, Google, and other platforms to refine our strategic approach.

Hyeju Kang Domestically, experience builds through community and stylist recommendations, and that experience converts into trust, which then spreads organically. In the global market, on the other hand, showing results visually and upfront is far more important. The key difference is making it unmistakably clear that AYUNCHE's unique differentiators are what drive those results.
We use the trust built on being a product proven in Korea as a foundation, while making it easy for global customers to visually see the before-and-after transformation in hair on social media. Alongside that, our strategy remains focused on authentically showcasing the Korean salon scene.

Hyeju Kang Global customers are so drawn to Korean hair care that, when they visit Korea, many actively seek out a salon spa for hair care. There's a high level of curiosity about how Koreans manage to maintain such healthy hair despite frequent coloring and styling. Customers are typically drawn in first by the packaging design, and after trying the products, the most positive responses center on the scent, the feel, and the immediate, tangible effects they can experience. The fact that the hair feels noticeably tamed and soft, despite its light, non-sticky texture, has elicited a particularly strong reaction. We see that experience naturally builds into product trust and brand affinity.

Hyeju Kang We're planning to actively promote AYUNCHE products through influencers and consumer events featuring a two-step seeding box consisting of the cream and oil. The box design is a particular highlight: it features a dotted perforation pattern that represents split ends, cleverly designed to make you want to tear it open. That kind of wit will resonate with North American customers as well.
Currently, we're focused on the online channel, but we plan to expand into offline experiences. The direction is to keep growing, delivering the K-salon care experience not just as a product but as a full-sensory “experience.”

Jisoo Seong For me, a salon is more than just a place where you get your hair done; it's a healing space that offers the experience of being truly cared for. That aligns perfectly with the brand philosophy AYUNCHE stands for. Our goal with the ENRICH BONDING line was to extend that salon care experience into an everyday routine you can continue at home.

Juhyeon Kwak I feel the same way. At the end of the day, “bringing salon care into everyday life” is itself what New Beauty is. During that shift, we focused on maintaining the expert-backed technology while making the experience of using it easier and more intuitive, so customers can understand their hair condition and care for it on their own terms.

Hyeju Kang The New Beauty philosophy we want to bring to the global market isn't just about looking good on the outside; it's about completing each person's beauty from a foundation of real, lasting health. The direction we're pursuing is one of building up hair health through a daily care routine, not for temporary results, but for hair that looks and feels naturally healthy, with lasting shine and softness. Through this, we want to set a new standard for healthy hair beauty and wellness in the global market.

Donghwi Kim The kind of beauty AYUNCHE strives for isn't something achieved in a single treatment; it's closer to what I'd call 'routine-driven beauty,' something that grows through consistent daily care. Hair, in particular, is exposed to repeated, cumulative damage from chemical treatments like coloring and perming, as well as from daily heat styling. So we believed customers needed a science-backed solution that lets them maintain the 'healthy hair state' they experience at the salon, not just in the salon, but at home too.
Rather than simply coating the surface to achieve a temporary smooth appearance, the goal was to bring hair weakened by damage back to a “manageable state.” That approach, I believe, is the technical core of AYUNCHE's New Beauty.

Jisoo Seong I actually use the ENRICH BONDING Cream regularly myself. After shampooing, masking, and towel-drying, I apply the ENRICH BONDING Cream to damp hair. Then, throughout the day, if any frizz starts to creep in or I need a quick refresh, I layer on a little ENRICH BONDING Oil on top. On days when I need a bit more styling, or during the one to two weeks right after a color or perm treatment, I apply the ENRICH BONDING Cream to damp hair, blow-dry, then layer the ENRICH BONDING Oil on top for what I call a 'double bonding care.' It provides intensive daily nourishment specifically for damaged hair.

Donghwi Kim As a male customer, I think a realistic routine is not too involved but something you can stick to consistently. The ENRICH BONDING Cream gives a light, natural finish, so I use it daily.
I also recommend pairing it with other products from the TAKE HOME category. At the shampoo step, for example, I use a scalp care line suited to my scalp condition to get the basics in order, then follow up with the ENRICH BONDING Cream. That way, you can feel both the hair-tidying effect and the damage care benefit without overdoing it.

Hyeju Kang I use the ENRICH BONDING Cream most often, too. I love how it detangles my hair before blow-drying and leaves it noticeably softer and more settled afterward.
Since my hair tends to be quite damaged, I also use the ENRICH BONDING Mask after shampooing. The big advantage is that I can maintain my hair condition at home as if I'm getting a regular salon treatment. My hair damage is actually pretty serious, but you could say the ENRICH BONDING is my little secret for fooling everyone. (Laughs)

Juhyeon Kwak If your hair is particularly dry or prone to tangling, I'd recommend starting with a bit of oil or ENRICH BONDING Cream on dry hair before shampooing to loosen the texture first. Apply a small amount to dry hair and gently comb through; tangles ease out softly, and it helps reduce extra damage from friction during shampooing. It's especially effective for severely damaged hair or hair that tangles easily from frequent chemical treatments.
After that, following up with a routine of ENRICH BONDING Oil Shampoo → Mask → Cream → Oil keeps your overall hair condition stable and well-managed.

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