Amorepacific’s hair care brand mise-en-scène expands line-up for greater inclusivity

The renewed series includes three shampoo products that cater to different needs, namely damage care for rough and frayed hair, volume care for thin and limp hair, and scalp care for greasy scalp.

According to Amorepacific, all the new products have been changed to silicone-free formulations, while maintaining the soft texture of the previous versions.

In addition, the damage care shampoo was added with a cream-type essence that claims heat protection and hair repair functions.

“The newly launched mise-en-scène professional line has a universal design that enhances the ease of use for all customers regardless of disability, age, or gender. ​

“Since the product development stage, an advisory group comprising visually impaired and low-vision individuals participated in creating the ‘S’ marking at the top of the shampoo pump so that it can be easily located. It can also help users​ who do not know Braille distinguish between products,” ​the firm said.

This product range is available at supermarkets across South Korea and on e-commerce platforms such as Coupang.

Upgraded portfolio​

In January, Amorepacific introduced its first application of ceramide as an ingredient in hair essence via mise-en-scène’s Salon 10 range.

The Cica Protein Treatment contains Amorepacific’s patented ingredients and technologies, including cica ingredients, to help strengthen the skin barrier.

“The high content of cica protein (30,000ppm) addresses damaged hair and provides an experience akin to that received at a professional hair salon. Although highly ‘nutritious’, it has a light finish and gives off an airy, refreshing feeling without getting greasy even after time has passed. ​

“Rather than a temporary improvement after usage, you can feel the difference in softness of your hair day after day.”​

Another product in this series, Cica Ceramide Oil Serum, has a cica content of 5,000ppm, which claims to moisture and smoothen even dull hair and split ends.

Furthermore, it is formulated with madecassoside, a bioactive compound derived from Centella asiatica that is known to have multiple skin benefits, such as antioxidant, wound healing, regeneration, and hydration.

Madecassoside is also said to stimulate collagen production, helping to improve skin firmness and elasticity.

The products come with a floral scent with a warm woody undertone to cater to consumers’ taste. The firm stated that it was the most preferred scent in an evaluation of the brand’s target consumers.

The Salon 10 range can be found on Olive Young’s online and physical retail channels.