Dr. Mallife is a scalp care solution designed to restore the scalp barrier and improve the follicle environment. By combining functional scalp care cosmetics with a professional scalp treatment device, the brand enables salon-level care at home. However, due to low brand awareness in the early launch phase, consumers had difficulty clearly understanding the problem Dr. Mallife solves and the benefits they could expect. In addition, the scalp massager and hair care categories were already highly saturated, making it essential to build content that allows consumers to genuinely experience and trust Dr. Mallife’s differentiated value and efficacy. Therefore, we focused on a phased strategy to build trust and awareness through user trial programs and real experience-based content.

Dr. Mallife achieved significant growth in both content engagement and sales performance by building trust through trial-based UGC (user-generated content) during its early stage when brand awareness was still low.
We redefined the brand’s value as a routine care solution that restores scalp health at its root, and executed a content strategy that allows consumers to see, hear, and feel the results for themselves.
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‍1) Trust Building through Trial Groups & Influencers
‍・Secured a large volume of authentic “real-use” review videos optimized for the K-beauty content style
・Produced before-and-after transformation content that resonates with middle-aged consumers and those dealing with scalp concerns
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‍2) Increasing Brand Awareness & Messaging Frequency
‍・Multi-platform exposure across Instagram, Naver Blogs, and other Korean channels
‍・Emphasized the routine approach combining device + ampoule + consistent care to reinforce the message: “Visible improvement through continuous use”

‍3) Preparing for Expansion into the Greater China Market
・Conducted demand research and localized messaging for China, Taiwan, and Hong Kong
・Laid the foundation for retail and social commerce entry by leveraging Xiaohongshu (RED) trial reviews
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4) Consistent Brand Image & Asset Alignment
・Unified all brand materials including product photography, clinical data graphics, packaging visuals, brochures, and exhibition assets‍