Seoul Design 2023 AMOREPACIFIC X University of Seoul
서울디자인 2023 아모레퍼시픽 X 서울시립대학교
LABO-HOct 24, 2023
Summary
Under the theme of ‘A Worthy Companion’, the exhibition space and video were designed to look at ESG
from an integrated perspective and propose a special brush developed based on an exploration of the
act of hair washing. The Amorepacific X Seoul National University ‘amoredo’ team was selected
as the best team in the Corporate + Young Designer category at Seoul Design 2023.
Background
Society is composed of diverse individuals, each with their own unique conditions and circumstances.
The daily act of washing is not only one of our most fundamental routines but is also deeply connected
to human dignity. While washing is a universal human act, a closer look reveals that everyone’s experience
is different, and many people face significant challenges with the process. By re-examining the seemingly
ordinary act of hair washing from a fresh perspective, and by carefully considering the various difficulties
that can arise, we developed ‘Eight Brushes to Make Every Hair-Washing Experience Special.’
Development Weeks 1–2: Ideation and Research
Our research process began by identifying 51 distinct scenarios that occur during daily hair washing.
These were then categorized based on factors like the body parts used and different lifestyles.
Through this process, we confirmed that hair washing is a highly diverse act, reflecting an
individual’s personal habits, preferences, and environment. While our initial concept was
to develop a brush for people with physical difficulties, this research prompted us to
expand the scope. We evolved the project to create a collection of brushes that could
be used conveniently and joyfully by everyone.
Sketches drawn by students during prototype development
Development Week 3: Concept Sketches
The ideas from our initial ideation phase were visualized in 25 distinct concept sketches. From these,
an initial selection of nine concepts was made. This selection included tools designed to help visually
impaired individuals easily identify shampoo, aids for those with limited finger dexterity, and tools
to help young children enjoy shampooing without a fear of water, all reflecting a consideration for
diverse ages and physical conditions.
Development Week 4: Product Refinement
Further brainstorming led to the creation of over 250 detailed brush sketches.
Our focus was on developing intuitive forms that would make the product’s function
immediately understandable without instructions. To highlight the diverse ways
people interact with the brushes, we opted for a minimalist aesthetic,
intentionally excluding decorative elements.
For the materials, we selected water- and moisture-resistant silicone for the
bristles and a recycled coconut-based plastic for the main body, considering
the wet environments where the brushes will be used. This composite material,
which contains 30-40% recycled coconut shells and minerals, significantly
reduces the need for petroleum-based plastics. It exhibits physical properties
equal or superior to conventional plastics and offers a simpler, more
cost-effective production process than other biodegradable plastics,
making it a viable and practical alternative.
Development Week 5–6: Usability Testing and Mock-Up Production
Based on the initial sketches, we created over 80 models detailing each product’s
individual parts and assembly structure. Through prototyping, we then evaluated the
fit and feel by considering a range of hand sizes and head curvatures across
different ages and genders—factors that were difficult to assess on a screen alone.
Product Design
After a six-week period of refinement and development, eight distinct hairbrush designs were created.
1. Brush with Varied Bristles for Different Hair Products
This brush is suitable for hair products with different textures.
The design accommodates the circular massaging motion used for
shampooing and the top-to-bottom combing motion used for conditioning.
2. Brush for Washing Just the Bangs
This idea came from the experience of needing to quickly wash only your bangs before going out.
The brush’s triangular shape is designed to fit the section of hair formed when the bangs are
gathered. Use it by massaging the roots of your bangs and combing down.
3. Brush with Zoned Bristles
This brush was born from the desire to use a shampoo brush with more precision.
The bristle area is divided, allowing you to use the wider section for the
entire scalp and the narrower section for a more thorough, targeted cleaning.
4. Bubble-Blowing Brush
This brush makes shampooing fun for children and easier for
the person washing their hair. The blue bristles are used for
brushing, and blowing through the pipe on the opposite end creates soap bubbles.
5. Large, Wall-Mounted Brush
This brush was designed for users who have difficulty using their
hands or arms. It allows people to wash their hair by rubbing
against it with their whole body, creating a fun and engaging motion for any user.
6. Micro Brush
This very small brush is designed for concentrated cleaning on
narrow areas. It can be worn on a finger for better comfort
and control, and this design can also assist in hair washing if you have an injured finger.
7. Full-Head Coverage Brush
This helmet-style brush covers the entire head, ensuring the
bristles reach most of the scalp just by wearing it. This
allows for a comfortable and quick wash by simply holding the
knobs on the surface and gently rotating it. Additionally,
it is convenient for washing children’s or others’ hair.
8. Brush for Use with Shampoo Bars
This brush is designed to be used with LABO-H shampoo bars.
The shampoo bar can be inserted and secured, then rubbed
directly on the hair to create lather. Afterward, the
brush can be turned over to massage the scalp with the bristles.
