LG Household & Health Care's 'CNP' Targets Japanese Beauty Market with Localization Strategy

Influencer Marketing and Customized Cosmetics Launch
"Ambassador 'Baby Monster' to Feature in Content"

LG Household & Health Care's dermocosmetic brand CNP is strengthening its attack on the Japanese market.

According to LG Household & Health Care on the 10th, CNP plans to expand its presence in the Japanese market by enhancing customer touchpoints through influencer marketing online and launching Japan-exclusive products offline.

Recently, CNP introduced a cherry blossom season special product during the first discount event of the year on the Japanese online shopping mall 'Qoo10'. This project involved design participation from Japanese beauty influencer Yoshida Akari, who has 977,000 subscribers. The 'CNP Invisible Peeling Booster,' popular among Japanese consumers for its gentle exfoliation, was offered in a 1+1 event, and the 'CNP Blackhead Clear Kit' was included as a special set.

CNP plans to launch the 'Derma Answer Tension Angle Fit Ampoule' exclusively for the online market. This cosmetic contains 'Retinol' (wrinkle improvement), which is popular in the Japanese cosmetics market, and will be marketed together with Japanese influencers.

Offline, CNP focuses on providing differentiated customer experiences by releasing cosmetics that reflect the skin characteristics of Japanese consumers. Earlier this month, CNP launched new Japanese products in its flagship 'Propolis' line, including Propolis Vitamin Ampoule, Glow Ampoule, and two types of mists. These products were developed with ingredients favored by Japanese consumers, such as Vitamin C and Niacinamide (whitening). They are currently sold at all stores of the Japanese drugstore 'Aims & Orphe' and are planned to be additionally stocked in other variety shops.

Later this month, CNP will launch 'AC-PRO,' an acne care product approved as a quasi-drug in Japan. The AC-PRO line consists of three items: bubble foam (cleansing), toner, and cream, designed to address the skin concerns of Japanese consumers.

A CNP brand representative said, “We are providing differentiated customer experiences with exclusive products tailored to the trends of the Japanese market,” adding, “We will target the Japanese beauty market with various content featuring CNP’s global ambassador, Baby Monster.”

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