Amorepacific｜Amorepacific 愛茉莉太平洋股份有限公司 旗下品牌
Ryo refreshed its brand image in 2021. Through year-round market monitoring, media relations, product projects, and topical issues, VOCAL MIDDLE linked common concerns such as hair loss, sensitivity, flatness, and dandruff to the brand’s research technology and care solutions, and extended them into usage situations such as working from home, video dates, and exercise. Over the year the work accumulated more than 250 media placements and over NT$30 million in PR Value.
Ryo keeps working in Taiwan’s scalp and hair-care market, and in 2021, alongside its brand image refresh, it wanted to strengthen its positioning as a scientific-research brand and scalp-care expert. The year’s communications needed to let consumers understand how product technologies such as Ginseng X Caffeine™ respond to needs such as hair loss, sensitivity, flatness, and dandruff, and to extend scalp care from single-product information into daily life. The project kept its communication rhythm through year-round market monitoring, media relations, and product-project planning, increasing audiences’ chances of meeting scientific care concepts and the brand’s solutions.
In 2021 the pandemic changed work and life, and attention turned to caring for hair at home; hair-care and scalp-care brands kept competing for visibility through new products, functional claims, and social content. During its brand refresh, Ryo needed to explain its research technology, product functions, and a range of scalp concerns at the same time, without letting the messages scatter into independent one-off promotions. The project had to establish a consistent year-round professional theme and then switch topics quickly according to the situations media and social platforms were discussing, so that product communication had both immediacy and long-term accumulation.
Use year-round monitoring to grasp scalp needs and topic windows
The team kept observing traditional media, online media, and online forums, compiling consumer discussion of hair loss, sensitivity, flatness, and dandruff, and tracking brand and competitor market messages. The monitoring results were used to schedule timely topics and annual content, so that media communications could respond to current needs while maintaining the scalp-care expert theme.
Link concerns and research-based solutions through product projects
Media content was planned for different products and functions, mapping messages such as strengthening hair roots, scalp moisturising, and daily care to specific concerns. Rather than only releasing new-product information, the project went on to organise product technology, usage methods, and suitable situations, helping media and consumers understand Ryo’s scientific-research positioning.
Extend communications in non-launch periods with lifestyle situations
The team combined video dates and remote work during the pandemic, along with Olympic and sports topics, to develop content on hair styling and scalp care. These topics let the brand provide useful information even when no new product was launching, and brought product functions into everyday situations.
In 2021 the case accumulated more than 250 media placements across newspapers, magazines, and online platforms, with PR Value of over NT$30 million. Public content included topics such as the brand image refresh, scalp research and product technology, working from home, video dates, sports care, and different scalp concerns, leaving Ryo with a media record, beyond any single new product, that can keep explaining its scalp-care expertise and everyday applications. The verifiable results of this case are concentrated in annual media visibility, media value, and public content assets.
1.Why did Ryo undertake an annual strategic brand retainer?
Ryo refreshed its brand image in 2021 and wanted to keep building its positioning as a scientific-research brand and scalp-care expert in a highly competitive hair-care market. An annual retainer could integrate market monitoring, media relations, product projects, and topical issues, keeping different waves of communication moving in a consistent direction.
2.What strategy and services did VOCAL MIDDLE provide in this case?
VOCAL MIDDLE was responsible for year-round monitoring of the market and online discussion, brand media relations, agenda planning, product-project communications, and lifestyle-situation content. The team arranged content around consumers’ common scalp concerns and media topics, organising product technology, functions, and usage situations into understandable information.
3.How does this case differ from a one-off new-product media campaign?
This case managed several products and topics through year-round monitoring and a fixed scalp-care theme; besides new-product information, it extended communications with situations such as working from home, video dates, and sports. All content returned to the relationship between research technology and scalp problems, accumulating a consistent professional brand image.
4.What verifiable outcomes did this case produce?
According to the Case Owner’s confirmation and the original case records, the case accumulated more than 250 media placements in 2021 across newspapers, magazines, and online platforms, with PR Value of over NT$30 million. The related public content covers the brand refresh, product technology, scalp problems, and a variety of lifestyle situations.
5.How does this case relate to AI PR?
This case organised the brand name, scalp concerns, product technology, care situations, and annual results into consistent public content, so that people and AI looking up Ryo or scalp-care questions can more easily identify the brand’s field of expertise, direction of solutions, and content context. The connection lies in accumulating an IMAGE Asset through long-term, traceable content; this case did not use changes in AI citation or recommendation as a performance indicator.
