AISOI announced on the 10th that it has launched its new "Soy Protein Cleansing Milk," designed to deliver both cleansing and moisturizing benefits. This product aligns with the increasing demand for multifunctional beauty solutions among environmentally-conscious consumers.

Embedded within the formulation are key natural ingredients like soybean extract, oat extract, sweet almond extract, and rice extract, demonstrating AISOI's commitment to utilizing effective plant-derived components. This strategic choice not only enhances user experience but also emphasizes clean beauty, thereby positioning the brand favorably within the competitive K-beauty landscape.

The business model behind this launch is significant; by combining effective cleansing with hydration, AISOI aims to challenge the common perception that gentle cleansers sacrifice cleansing power. This could lead not only to increased customer retention but also to a potential uptick in average basket size as consumers opt for products that fulfill multiple needs.

Consumer behavior is likely to be impacted substantially, given the inclusion of ingredients such as tea tree ceramide, which can reportedly enhance skin moisture barrier by 73.17% immediately post-use. This focus on skin health can improve Customer Lifetime Value (LTV) as customers who feel their skin is cared for are likely to return for repeat purchases.

Execution of this product is designed with a keen focus on both efficacy and safety. AISOI has completed dermatological tests with an "Excellent" rating from Dermatest, ensuring minimal irritation. This not only builds trust with consumers but creates a solid foundation for future product launches targeting sensitive skin.

In terms of competitive positioning, AISOI's launch taps into the growing trend of formulating products that not only cleanse but also nourish the skin without the heavy use of synthetic ingredients. This represents a clear differentiator against traditional models that often rely solely on harsh cleansing agents.

The introduction of the Soy Protein Cleansing Milk signals a transformative approach in the beauty industry, moving towards a model where consumer education and ingredient transparency become crucial to brand loyalty and long-term engagement.