Evolving LG Pra.L Expands from 'Home Beauty' to 'Medical Devices'
[Asia Economy Reporter Lee Hyeyoung] LG Electronics officially entered the premium home beauty market in 2017 with the launch of ‘LG Pra.L’. Since then, it has expanded its market by offering a wide range of products from home beauty devices to medical devices.
According to market research firm Klein & Company, the domestic beauty device market grew rapidly by about 61% in 2018 compared to the previous year. Considering that the annual growth rate had been 13-17% until then, the market has explosively grown since the launch of LG Pra.L, and LG Electronics is interpreted to have led the growth of the related market. According to an analysis by LG Economic Research Institute, the domestic beauty device market, which was worth 80 billion KRW in 2013, grew to 500 billion KRW in 2018 and is expected to reach 1.6 trillion KRW next year.
Considering the growth potential of the premium home beauty device market, LG Electronics has expanded its lineup to include home medical devices such as ▲Eye Care (focused care for the skin around the eyes), ▲Body Spa, WashPop (ultrasonic cleanser), ▲Intensive Multi-Care (complex skin elasticity care) products, and ▲MediHair (medical device for hair loss treatment).
MediHair, a helmet-type medical device for hair loss treatment that has attracted great attention both domestically and internationally, utilizes a ‘low-level laser therapy’ method that activates hair follicle cell metabolism by using complex light energy.
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LG Pra.L Eye Care is a beauty device that focuses on caring for the area around the eyes. LG Pra.L Body Spa and WashPop are products that reduce skin irritation and increase cleansing power through patented ultrasonic vibrations and brush micro-vibrations. LG Pra.L Intensive Multi-Care is a complex elasticity care device that enhances skin elasticity and soothing, as well as improves absorption of various nutritional ingredients from cosmetics.
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