New Fino Hair Oil already at 200% of market share target*1 in first month of release and a hot topic on SNS
Fino Premium Touch Hair Oil released by Fino, the hair care brand of Fine Today Shiseido Co., Ltd., recorded strong sales immediately after its release in September. Together with Fino's top-selling*2 hair mask in in-bath treatment sales, the product has taken the hair care treatment market by storm, with many customers commenting that it is perfect for the coming season as they begin go outdoors more and dry hair becomes a worry.
*1. Research by Fine Today Shiseido
*2. INTAGE SRI + in-bath treatment market: share in terms of monetary value/brand line ranking from August 2020 to September 2021
■With the launch of the new hair oil, both in-bath and out-bath sales are trending favorably
Fino Premium Touch Hair Oil, which has been showing strong sales ever since its launch, has reached a market share of 200% of the company's initial target*1, far outperforming expectations. Furthermore, posts inquiring about retail outlets are even appearing on SNS. Since the company's introduction of recommendations for use with its hair mask product, which already holds the No.1 position in its category*2, demand for Fino Premium Touch Hair Mask has also surged, driving the growth of the hair care treatment market, where the product continues to achieve double-digit growth year on year.
■Topics on SNS - It's all about feedback
The spontaneous spread of news on SNS is mainly driven by people's reactions. Users on SNS have expressed their surprise at the perfect balance between the moisturizing power of the rich oil serum ingredients and the silky smooth finish, making comments such as, "It makes my hair smooth and silky, so I can run my fingers through it," and its "It has oil-like moisturizing effects but doesn't make my hair feel heavy." In addition to using the product to repair damaged hair, many users are experimenting with new uses for the oil in hair styling, and the wide range of uses is also attracting attention.
By pursuing experiences for customers that exceed expectations beyond their imagining, Fino will propose experiences that make it fun to use Fino products every day, making each day more fulfilling than usual by having Fino hair.
Reference Information
【Product Overview】
|
Product name, amount, price |
Product features |
|
Fino  |
Contains dense W oil*3 Maintains "silky smooth hair" through intensive repair effects together with cuticle surface repair and coating effects even on hair with slight damage. Serum ingredients smoothly penetrate the hair, giving it a light finish without any greasiness. *3. Dimethiconol, Polysilicone-13 (repair) Product details: https://brand.finetoday.com/jp/fino/oil/ |
Fino  |
Contains 6 serum ingredients Seeking out even slight hair damage, it repairs it intensively, giving hair a consistently smooth finish from the roots to the ends. Blending with the hair as if melting into it, it fills each strand of hair with essence ingredients. Product details: https://brand.finetoday.com/jp/fino/mask/ |