LG Saenggeon "Sales up 300% in six months since entering Japanese online mall"

First Cosmetics Launch on Qoo10 in May
294% Growth in 6 Months Through Discount Events

LG Household & Health Care announced on the 7th that it recorded a sales growth rate of 300% about six months after launching its cosmetics for the first time on Japan's leading online shopping mall, Qoo10.

LG Household & Health Care O Hui Jin Cushion (left) and Usimol Whitening Toothpaste
[Photo by LG Household & Health Care]

Earlier, LG Household & Health Care steadily launched brand products operated by the company on platforms such as Qoo10 and Amazon starting in May this year to target the Japanese online market. Currently, LG Household & Health Care products sold through Japanese online channels include nine cosmetics brands and nine HDB (Homecare & Daily Beauty) brands.

LG Household & Health Care is especially promoting its brand and expanding its customer base by participating in Qoo10’s discount event called "Mega Wari." During the November Mega Wari event (November 22 to December 3), which ended on the 3rd, sales increased by approximately 135% compared to the previous event in September. Compared to the first participation in the June Mega Wari, the growth rate reached 294%.

In the recent event, the sales growth was driven by the "Ultimate Fit Longwear & Tone-up Jin Cushion 3 types" introduced by the de-aging solution brand "O Hui." The O Hui Jin Cushion features a unique design applying actual denim fabric to the packaging and has received positive responses, ranking first in the "cushion" category on major online channels since its domestic launch in May this year.

The premium makeup brand "Glint" saw its representative product, the highlighter, gain great popularity, resulting in a 132% sales increase compared to September and ranking first in the "highlighter" sales category.

Among daily beauty products, the premium oral care brand "Usimol"’s whitening toothpaste recorded a 66% sales growth compared to the previous event, securing second place in the "living" sales category. The derma brand "Physiogel" and health functional food brand "Retune" also showed favorable responses in the Japanese online channels.

An LG Household & Health Care official stated, "It seems that a trusted brand combined with excellent quality and reasonable prices is encouraging Japanese consumers to make purchases," adding, "We will strengthen marketing activities by expanding online and offline distribution channels to increase customer touchpoints."

This content was produced with the assistance of AI translation services.