Seasonal cooling need
A large share of buyers purchase specifically for hot, humid summer months to relieve scalp heat and sweating during hair drying.
Influencer recommendation
Multiple reviewers cite a specific influencer ('nana-san') or general online buzz as the trigger for their first purchase.
Trust in AROMATICA brand/ingredients
Reviewers who already use the brand's shampoo, scrub, or Rosemary tonic buy this as a natural, 'gentle on skin' addition to their routine.
Repeat purchase / bundle deals
Many are repeat buyers who restock during Olive Young mega sales, valuing the double-set/refill bundle as cost-effective.
Gift purchase
Several reviews mention buying it for a spouse, parent, sibling, or child, often with oily scalp or dandruff concerns.