eZN's Dynamic Expansion in the Global Hair Dye Market

eZN by Dongsung Bio Pharm has achieved exceptional expansion in the global market. eZN has conducted large-scale launches in most countries in Southeast Asia and has successfully entered the eZN brand into the main channels in most countries.

It entered 300 stores of Watsons in the Philippines and 350 stores of Guardians in Malaysia, the largest H&B distributors in each country, and conducted aggressive online and offline marketing, achieving good sales performance right after launch.

In addition, eZN will enter Taiwan's foremost online and offline channels on a large scale at the end of the year. By completing contracts for all brand items, it will launch pudding dye in all stores of Poya, one of Taiwan's top three select cosmetic shops. Also, the Dr. Bond brand, the hair care line of the eZN brand, and the new vegan hair dye 'Touch Vegan' are scheduled to debut in the Taiwan home shopping market.

Vietnam is preparing to launch a large-scale brand through various online and offline distribution channels such as Watsons and Medicare.

Moreover, eZN is planning to launch about 2,000 offline stores, including the online shopping mall 'Amazon Japan' in Japan, where the hair dye market is active. It almost completed its preparations. Following the acquisition of quasi-drug foreign manufacturer recognition from Japan's Ministry of Health, Labor, and Welfare in June, eZN is currently awaiting product approval for individual dyeing and bleaching products.

In Indonesia and Thailand, it conducts various brand promotion activities such as attending beauty fairs, collaborating with beauty influencers, and selling the eZN brand through online platforms. Based on this, the two countries are also readying for a large-scale exclusive distribution contract.

"Recently, we signed new export contracts in Middle Eastern countries, Canada, and Australia and started selling the eZN brand through local online and offline channels," voiced an official from the International Strategy Office of Dongsung Bio Pharm. "In the case of the US, European and Indian markets, we will designate Amazon as our main sales channel and continue our marketing activities, such as opening the eZN brand hall within the Amazon platform," he expressed.

■MZ generation targeted… Unique color self-dyeing possible

EGN's primary customer base is the MZ generation. eZN completed that the characteristics of the MZ generation, which actively communicate their tastes and personalities through SNS, led to an increase in the purchase rate of colorful products.

Color products such as 'Pudding Hair Color' and 'Creamy Hair Bleach' that require dyeing after bleaching are loved worldwide.

The decreased visits to beauty salons, somewhat due to the global economic downturn and prolonged COVID-19, have increased interest in pudding dyes and bleaches that can dye unique colors on their own.

Compared to the Cosmetic market, eZN's hair dye market demonstrated a relatively low evolution of products other than global European hair brands. However, due to the originality of the 'pudding' formulation, the unique design of the product, convenient use, and sound color development, it evoked freshness compared to other brands. In addition, it created a global TikTok channel to collaborate with famous influencers and spread short-form content, and contributed to sales growth by collaborating with large service companies such as China's most popular Wanghong, 'Lizachi.'

After successfully entering the overseas market with the famous singer Taeyeon in 2022, eZN plans to expand sales channels suitable for each country, such as the influencer market, live broadcasting, and TV home shopping, in 2023.

It is determined to make efforts to become a more familiar hair brand to global consumers by distributing and promoting the brand through omnidirectional expansion of online and offline sales channels.

An official from Dongsung Bio Pharm's International Strategy Office stated, "Since the large-scale export to the Chinese market in 2020, we have grown constantly and entered all major Asian markets this year and are receiving great response." "Next year, we will make more efforts so that the brand goes beyond a short-term buzz and becomes a brand that consumers seek for a long time," he expressed.

■[Mini interview] YangGu Lee, CEO of Dongsung Bio Pharm

- eZN's overseas expansion was successful; what do you think was the reason?

eZN hair dye has succeeded in entering overseas markets for three main reasons. First of all, it is the superiority of the differentiated formulation.

eZN hair dye is a 'pudding type' with a new sense that goes beyond the existing cream or foam type.

The pudding formulation transforms into a resilient pudding texture when mixing and shaking the liquid type 1 and 2 formulations and is quickly absorbed without running down when applied to the hair.

The second is 'star marketing.' Currently, singer Taeyeon is working as a promotional model for eZN.

She raised product awareness as a global star, making it somewhat more manageable to enter the Southeast Asian market.

The third is the differentiated 'color.' Until now, most of the products on the market were only in the 'dye for gray hair' or 'brown' series.

However, eZN is favored among young people because it has developed various hair colors full of individuality targeting young people.

- Were there any difficulties in overseas marketing?

Nothing is easy. But you can't succeed if you don't try.

When eZN was first launched, it showed low consumer awareness of the product.

Therefore, we focused on online distribution rather than offline sales. Many employees often directly met and persuaded offline store officials.

To raise product awareness, 'star marketing' was introduced and successfully enhanced the product image.

However, convincing young people only by sweetening the product image is challenging. More meaningful approaches had to be applied. Accordingly, we developed a color full of personality by referring to 'color of the year' and 'fashionable clothing design.'

It also continued various efforts, such as collaborating with many beauty influencers to increase product awareness. Currently, it is targeting the European market. In detail, it is strengthening its brand power in the global market by supporting its European and international Amazon D2C business by opening Amazon Brand Mall in Germany.

- What is eZN's goal for 2023?

The goal is to achieve 10 billion won in overseas sales. It's large, but it's not impossible.

In 2022, eZN won various awards, such as the 'Brand of the Year and 'Glow Pick's No. 1 hair dye.

In China, the number of followers exceeded 60,000 in one year after opening the groom's Weibo account, showing explosive growth, and it was awarded the 'Advanced Navigator' certificate.

Driven by this momentum, the company plans to subdivide its products further and seek a successful settlement in the European market.