YouTube & Influencer Recommendations
Multiple reviewers mention YouTube reviews and online buzz as the primary driver for purchase, indicating strong influencer marketing presence in key markets.
Repeat Purchase & Brand Loyalty
Several customers explicitly state they repurchased or bought after trying samples, with one noting they originally discovered it in-store in Korea and sought it out online internationally.
Ingredient & Formula Reputation
Consumers cite the product's reputation for delivering visible results (softness, shine, split-end repair) and favorable comparisons to premium competitors like Kérastase.
Travel & Convenience Size
At least one reviewer purchased the product specifically for travel due to its portable bottle size, suggesting multi-market accessibility appeals to international consumers.