■ The sequel to ‘I Hee Care for Style,’ a home-shopping hit product based on collaborative efforts.

■ Hair designer I Hee’s hair treatment secrets for top actresses made available to consumers.

LG Household & Health Care (LG H&H) Ltd. (CEO: Suk Cha) launched a new product, ‘Elastine Artist Label: I Hee,’ in collaboration with well-known hair designer I Hee.

This product was created based on the combination of technology accumulated over 11 years by the Elastine Brand and expertise of I Hee, who has worked as a hair designer for celebrated female actresses such as Lee Yong-ae and Gong Hyo-jin. Under its unique system, users select the appropriate shampoo according to the daily condition of their scalp and hair, taking care of their hair just as top-class actresses do.

‘Elastine Artist Label: I Hee’ comes in three types: Deep Cleansing Shampoo, Calming & Soothing Shampoo, and Styling Conditioner, exclusively designed for the respective roles of scalp impurities removal, treatment for sensitive scalps, and adding styling effects to hair nutrition and softness. Infused with organic herbal ingredients such as lavender, basil, chamomile, and rosemary, these products help revitalize sensitive scalp and coarse hair.

Lee Jeong-mi, marketing representative of LG H&H’s Elastine, said, “The company decided to launch ‘Elastine Artist Label: I Hee’ encouraged by the success of home-shopping exclusive products ‘I Hee Care for Styling,’ developed in collaboration with a well-known hair designer.” She added, “This will accelerate the premiumization and segmentation of consumer trends.”

* Content and Price

Deep Cleansing Shampoo that removes impurities from the scalp (500 ml, KRW 14,900)

Calming & Soothing Shampoo that delivers relief to sensitive scalp (500 ml, KRW 14,900)

Styling Conditioner that provides nourishment to hair and leaves it styling-ready (500 ml, KRW 14,900)