ELROEL
Elgrowth Black Bean Salon Hair Color Cream
Employing coffee extract and coffee oil, this hair color solution does not present the signature ammonia smell of home hair color. The 91% natural ingredient-based dye instead boasts a “café latte” scent. Crafted to color the hair without damaging it, the formula is free of 19 harmful ingredients such as ammonia, henna leaf powder, parabens, and microplastics. After use, it prevents cuticle damage and promotes hair’s softness and shine. The hair color is composed of a two-layer, water-in-oil system that reduces the oxidation rate of the water layer and minimizes product changes. When mixed, the water-soluble formula transforms into a sticky gel formula. The product is applied with a two-stage brush, with the hard element of the brush preventing the contents from dripping, and the soft part spreading the formula evenly over hair.
Booth#: 1E-D5A Section: Branded Finished Products
This product is a finalist in the category Hair Products of Cosmoprof Asia 2024
Product Headline
Employing coffee extract and coffee oil, this hair color solution does not present the signature ammonia smell of home hair color. The 91% natural ingredient-based dye instead boasts a “café latte” scent. Crafted to color the hair without damaging it, the formula is free of 19 harmful ingredients such as ammonia, henna leaf powder, parabens, and microplastics. After use, it prevents cuticle damage and promotes hair’s softness and shine. The hair color is composed of a two-layer, water-in-oil system that reduces the oxidation rate of the water layer and minimizes product changes. When mixed, the water-soluble formula transforms into a sticky gel formula. The product is applied with a two-stage brush, with the hard element of the brush preventing the contents from dripping, and the soft part spreading the formula evenly over hair.
Product Description
This is a hair dye product from ‘Elgrowth,’ a hair specialty brand launched by ‘ELROEL,’ a beauty brand containing the know-how and philosophy of first-generation Korean makeup artist Yoo,Yanghee. With her excellent color expression, trendy coloring, and 91% natural-derived ingredients, you can experience fragrant, non-irritating cafe latte dyeing.
Claims & Benefits
This is a hair dye product provide easy self-application without damaging your hair, and it features a pleasant café latte aroma instead of the usual ammonia smell. The special two-tier brush ensures even application, and it boasts a long-lasting effect where the color remains vivid even after 100 washes. Additionally,It also provide your hair softer and shinier than before without damaging the cuticles.
Technical Details
A standout feature of our product is that it eliminates the ammonia odor commonly associated with hair dye. It excludes 19 types of harmful ingredients such as ammonia, henna leaf powder, parabens, and microplastics, and contains 91% natural-derived ingredients to minimize irritation. In addition, the two-layer system of water layer floating onto oil layer reduces the oxidation rate of the water layer and minimizes product changes. This innovative two-layer formula opens up a new concept in hair coloring by transforming a water-soluble formula into a sticky gel formula when mixed.
Launch Date
06/03/2024
Price List, Target Consumer & Market Segments
(KRW 36,000)
This product solves the most inconvenient things a normal hair dye has, odor and method of dying when dying your hair yourself. With its fragrant coffee scent and special two-tier brush, you can dye your hair comfortably and without damaging it.
Website and Social Channel/s
www.elroel.com,
www.elroelglobal.com,
instagram.com/elroelcosmetic,
instagram.com/elroelcosmetic_global
What sets your product apart and why is it innovative?
Our product perfectly removes the inconvenience of using a regular self-dyeing product. The biggest feature is that it doesn't smell like pinching ammonia. We used coffee extract and coffee oil as the main ingredients, and since it is a dye with up to 91% of natural ingredients, it is possible to dye while smelling a fragrant cafe latte rather than an ammonia smell. In addition, the specially developed two-stage special brush's hard brush part prevents the contents from flowing, and the soft brush part spreads the content evenly over the hair, helping to achieve uniform dyeing without spotting. Unlike products that damage hair after dyeing, our product prevents cuticle damage to strengthen the softness and shine of hair.
How do you promote your product on multiple channels?
We operate an offline showroom in one of the most populated tourist areas in Korea, making it accessible for both Korean and international visitors to see and experience our products firsthand. Additionally, we are expanding opportunities for global consumers to engage with our products by participating in renowned beauty fairs, seminars, and sponsorships.
Online, we utilize social media marketing through platforms such as Instagram and keyword search advertising on portal sites. We also connect with consumers in real time through mobile and TV live shopping broadcasts, providing an interactive way to introduce and showcase our products.
How does your product meet the evaluation criteria of its category?
We have developed a new hair dye product for the consumers who have many drawbacks when they have to do self-dye at home, but are forced to experience the matte and non-pretty colors of the dye, the smell of ammonia that stings the nose, the unspoiled hair, and the curly and cracked hair after dyeing. It has only a fragrant scent and feels softer and more glossy, let alone damaged hair after use. In addition, the two-layer brush, which is specifically developed to the formula of this product, helps the color to be dyed more evenly and helps the contents not to trickle down to the face and neck, so self-dyeing is no longer difficult.
What is you brand commitment to sustainability, ethical practices, and social responsibility?
Our brand is trying to be a conscious company that cares about the environment and the planet. We are doing minimal packaging without over-packaging, and external packages are also using FSC-certified ( Forest Management Certification ) paper and printing using SOY INK. And we do not do animal testing, so we're taking the natural friendly ideology with us.
Patents
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Certifications
1. **Brand K Certification:** This certification is awarded to brands that pass rigorous evaluations and quality inspections conducted by the Korean government.
2. ** Application Test : **
- Color retention after 100 shampoos
- Color uniformity
- Improvement in hair dyeing effectiveness
- Enhancement of hair root volume
- Improvement in hair softness
- Enhancement of hair shine (luster)
- Prevention of hair cuticle damage
3. **Completed Skin Patch Testing**
4. **Harmful Substance Testing**(Not detected)
Timeline
18 July 2024
Platform Opening
30 September 2024
Entries closing
21 October 2024
Finalists Announcement
13 November 2024
Awards Ceremony
Winners Announcement