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ASIENCE Product Release |
| March 25, 2009 |
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ASIENCE: The only hair care brand specifically tailored for the lustrous Asian hair |
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| Launch Background |
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ASIENCE is a premium hair-care brand that was launched based on the concept of “Asian Beauty,” -
beauty that is unique to Asian women only as opposed to Western women. It was first launched in Japan in 2003 and later made its way to Hong Kong, Taiwan, and Singapore, enabling women with a strong awareness of beauty. The success of ASIENCE paved the way for other hair-care brands with the same concept of having beautiful Asian hair. However, with the continuous appeal of “Asian Beauty” and being backed by its original research and technological development, ASIENCE succeeded not only in establishing its brand, but managed to be synonymous to the term “Asian Beauty”. |
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The launch of ASIENCE and the concept of “Asian Beauty” in Malaysia will be seen as a major goal for the Kao Group, whom firmly believes that with ASIENCE, Asian women will be able to experience
healthy, smooth, and supple from within. |
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| Differences in Hair Structure |
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Research shows that Asian hair is rounder, thicker, straighter, and has more cuticle layers and a sharper slant compared to Caucasian hair. However, due to this unique structure, Asian hair is more prone to rapid protein loss when exposed to chemical treatment and blow-drying. Hence, Asian hair requires extra care to stay healthy. |
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| Asian Beauty Essence |
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ASIENCE is formulated with natural and nourishing ingredients to specifically treat Asian hair. It contains Pearl and Soybean Essence that work to repair damaged and brittle hair, Korean Ginseng and Camellia Oil keeps hair hydrated and nourished, while the essence of Eucalyptus protects hair from harmful effects. |
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• Pearl & Soybean: Nourishing protein to repair and strengthen
• Korean ginseng & Camellia oil: Excellent emollients to moisturize and control frizz
• Eucalyptus extract: Soothing extract to protect and seal in cuticles |
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| Japan’s Advanced Hair Beautifying Technology |
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Hair damage occurs on the surface and inside. After several research studies from KAO, they came up with 2 technologies.
• For repairing inside: HBT
• For repairing outside: 18-MEA |
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HBT or Hair Beautifying Technology, helps regain hair’s original protein which restores the beauty and suppleness of Asian hair. This unique technology penetrates deep into the root to improve the health of hair. |
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18-MEA is a natural protective coat that wraps around the hair’s surface. It is easily depleted by constant exposure to chemical treatments and blow-drying. Without 18-MEA, hair becomes dull, dry and rough. With this knowledge, Kao succeeded in developing a technology that makes 18-MEA adhere to the surface of the hair, forming a film that protects the cuticle and thus improving the smoothness of the damaged surface. As a result, hair is more manageable, doesn’t tangle easily, feels more supple with texture so smooth even water beads roll off with ease. |
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Healthy hair with 18-MEA
(water beads without losing shape)
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Damaged hair without 18-MEA
(water disperses) |
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| The Face of ASIENCE |
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The face of ASIENCE to express the concept of an “Asian Beauty” is none other than the Korean actress Jun Ji Hyun. She got her major break in the movie “My Sassy Girl” and has gathered the support of women all over Asia with her distinguished presence, unique beauty, and the strength of her individuality. With the Hollywood movie “Blood: The Last Vampire” scheduled for release this year in 2009, the setting for her activities will inevitably transmit the message of “Asian Beauty” throughout the world. |
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Available at selected stores, the ASIENCE Deep Nourish range consists of shampoo, conditioner, and treatment. The 220ml ASIENCE Deep Nourish shampoo and conditioner are priced at RM14.90 each, while the 550ml range is priced at RM26.80 each. Treatment comes in 180g and is sold at RM26.80. |
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