Money Today – Reporter Moon-sun Ko
Developing products with the mindset that consumers will want products that are easy to use and effective
Interview with KOREATECH CEO, Dong-yol Lee
“When developing a product, the most important thing is convenience. However, selling techniques that aren’t backed by product efficacy don’t work. When we first created ‘KAHI,’ we wanted to build a brand with product strength that would be recognized globally,” said KOREATECH CEO, Dong-yol Lee.
In addition to convenience, Lee focuses on creating products that are truly necessary for consumers from a marketer’s perspective. He explained, “Developers can sometimes become too focused on the product itself, rather than the consumers who need it. When launching new products, we consider not only consumer feedback and responses but also the right timing for the product release.”
KOREATECH, founded in 2003 as a distributor of beauty and household products, launched the cosmetics brand KAHI, which became famous for its “Kim Go-eun Multi Balm” and “Applicator Multi Balm.” Just like Hangul, which was designed to be easy for everyone to learn, KAHI aims to create products that help everyone easily achieve beauty, aligning with their corporate philosophy. This approach has attracted attention from consumers.
KAHI Expands from ‘Multi Balm’ to ‘Caviar Balm’
KAHI Multi Balm, with its innovative formulation and application method, has garnered a positive response from consumers. It has solidified its position in the stick cosmetics market. In response to customer reviews such as “I use it too quickly” or “It’s hard to scrape out,” KAHI developed a refillable container and applied for a patent, setting itself apart from other cosmetics brands.
While KAHI Multi Balm remains a best-seller, KOREATECH recently introduced the ‘KAHI Caviar Balm,’ which contains 15% caviar oil. After researching the effects of caviar oil on skin anti-aging, they found that it helps suppress wrinkle formation and increases collagen and elastin production, expanding their anti-aging product line.
Since the latter half of last year, KOREATECH has been directly controlling its overseas expansion, and as a result, KAHI Multi Balm was recently ranked number one in the ‘Hot New Releases’ category on North America’s online shopping platform, Amazon.
Lee said, “In 2023, KAHI ranked as the top beauty brand launched on Amazon in the U.S. In China, KAHI was the first Korean company to rank within the top three in Douyin’s top 100 most popular products sold via video. We’re seeing positive reactions not only in Southeast Asia but also in Latin America, which shows that our efforts are paying off.”
easy Claire: Proven 89.3% Improvement in Wrinkles Around the Eyes
Although the LED mask market had previously declined due to over-promotion, LED masks are now considered one of the best alternatives for convenient and effective home wrinkle care. Another major brand from KOREATECH, ‘easy Claire’, is known for its LED mask, famously endorsed by actress Lee Young-ae. This LED mask, which has been clinically tested in collaboration with university hospitals in Korea, has proven to improve wrinkles around the eyes by 89.3% and is a KFDA-approved medical device, with FDA approval in the U.S. as well.
Lee emphasized, “We developed easy Claire with the mindset that consumers will definitely want products that are easy to use and effective. The easy Claire LED mask is based on the same laser treatment technique (LLLT) used in dermatology clinics and is a KFDA-approved product for home use.”
In conclusion, Lee stated that KOREATECH’s short-term goal is to establish a solid position in the overseas market with KAHI, while the long-term plan is to continuously create new markets through collaborations between beauty devices and cosmetics. Reflecting on the challenges during the COVID-19 period, he shared, “The company faced significant difficulties, but I kept a positive mindset by recalling the phrase ‘Rebuilding the Nation (再造山河).’” This phrase, meaning “to rebuild the country,” was written by Admiral Lee Sun-sin to encourage Ryu Seong-ryong during the Imjin War.
머니투데이 2024.03.22
