Launched in Indonesia in Affordable Price
30 January 2013, Jakarta – Henkel Beauty Care Indonesia proudly launched its latest retail brand, SYOSS hair beauty products debuts in Indonesia today at a stylish event held at The Cone Fx, Jalan Jendral Sudirman, Pintu Satu Senayan, Jakarta. Developed with and tested by professional Japanese hairstylists, SYOSS will be the first and only range of hair care in Indonesia that provides salon-beautiful results at home, everyday — whether consumers are looking for hair treatments, styling products or beautiful hair color.
The range’s tagline is “Japanese Professional Hair Solution at an Affordable Price”. Mr Ben Ho, General Manager of Henkel Beauty Care in Indonesia, explained, “Established in Japan more than 30 years ago, SYOSS has grown to become a renowned hair beauty brand popular among the Japanese for its excellent quality and easy affordability. It is now also a strong global brand with a presence in more than 50 countries worldwide. We are delighted to introduce SYOSS to the Indonesian market to enable consumers here to enjoy professional hair salon results conveniently at home.”
Professional Results in the Comfort of Home
For the first time ever, SYOSS by Henkel Beauty Care has come to Indonesia to cater to women, who want to take care of their hair and feel beautiful, assured of a professional result. “Offering high performance hair care, SYOSS is designed to transform consumers’ hair in the same way as a visit to a salon does,” added Ben.
The latest brand from the Beauty Care division of the Henkel Group, SYOSS has already received various accolades in the European market, including the prestigious Best New Brand Award (2010) from German Marketing Association, Best Innovation Europe: SYOSS (2010) from A.S. Watson, and Prix de Beaute (2011) from Cosmopolitan.
Over the years, SYOSS has transformed into an umbrella brand to encompass hair care, styling and hair color. In 2011, SYOSS successfully grew into a global brand, expanding its footprint to over 50 countries worldwide, catering to millions of consumers and is proudly endorsed by famous Japanese actress, Chiaki Kuriyama, who is known for her performances in the movie ‘Kill Bill’.
“SYOSS, one of the most renowned hair beauty brands in Japan for over 30 years, is now a fast-growing global brand, available in various countries across Europe and Asia. In 2013, SYOSS will begin to meet the needs of our consumers in Indonesia,” said Ben. “The professional hair care technology in SYOSS called ‘Pro-cellium Keratin’ co-developed by Henkel Research & Development and Japanese hairdressers that provides treatment for damaged hair accurately and effectively.”
Japanese hairstylist Mr. Shunsuke Sugai was also present at the event to share hair color trends and hairstyles for 2013. He also demonstrated how to achieve these trends using the SYOSS product range, particularly the Pro-styling system, the professional formulas used by Japanese hairdressers to create the trendiest hairstyles. “In quite a departure from what we saw in 2012, hair color trends for 2013 lean towards dark colors complemented by highlights of bright, vivid colors. This will catch the light more and draw attention to your hair. The full range of shades from grey coverage to fashion shades, SYOSS definitely provides long lasting, luminous salon professional colors,” said Mr. Shunsuke Sugai. He added, “SYOSS offers high performance color complemented by a color-seal conditioner with Pro-Cellium Keratin and Pro-Vitamin B5 to rebuild the hair from within. The result is strong, healthy hair and long-lasting intensive colors full of healthy shine.”
“Cuts like angled bob and pixie, as well as braided or curly hair dos will dominate 2013 and are well-suited to the hair color trends,” added Mr. Shunsuke Sugai.
Indonesia will now enjoy first-hand the high quality, professional performance and affordability that is SYOSS, when its products are available to Indonesian consumers everywhere. SYOSS boasts an array of hair care product lines such as Repair Extensive Care, designed to repair damaged hair; Moisture Intensive Care, designed for dry and coarse hair; and Anti-Dandruff Control, for those with dandruff problems. The hair-styling line also promises to give consumers a professional feel, with products such as Strong Hold and Straight & Shine hair wax and jelly, and Curl Control whip and jelly. Last but not least, SYOSS also offers Indonesian consumers a wide range of Hair Colorants, for those wanting to change their look.
Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of 15,605 million euros and adjusted operating profit of 2,029 million euros in fiscal 2011. Henkel’s preferred shares are listed in the German stock index DAX.