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 Home > About Us > Main Business > Cosmetics
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With the DeBON brand, the cosmetics business started in 1994, and from then it has grown rapidly showing 40% of growth every year. Now, it has raised itself to be nation's leading cosmetics manufacturer. Especially in 1993, LG Household & Health Care was recognized as the nation's first CGMP qualified business. From then on, LG cosmetics grown to be an international brand, and has produced superior quality cosmetics. |
| In addition, through the establishment and successful operation of Beauty Center and CS center, LG Household & Health Care was selected as the number one consumer satisfaction company. |
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We strengthened the portfolio of our cosmetic business. In detail, we acquired ¡®THEFACESHOP¡¯, the leading cosmetic brand shop,
and made its operations stable. In addition, using anti-aging ingredients from stem cells, differentiated traditional Korean medicine (Hanbang) and fermented ingredients, we tried to clarify brand concepts of the Prestige lines of O HUI, Whoo, and su:m. Additionally, to appeal to consumers in their twenties who focus on value, the ¡®belif¡¯ brand with the ¡®True Quality and True
Value¡¯ motto was launched in department stores. The Prestige distribution channels expanded their coverage through the separation of O HUI and Whoo stores, the early introduction of ¡®belif¡¯ to department stores, and the constant increase of door-to-door sales organizations. Furthermore, we changed our operational model and store layout of Beautiplex, our multi-cosmetics
brand shop, to operate products more effectively and enhance consumer value.
Foreign marketing reinforces images of Korean beauty in the Asian regions such as China, Vietnam, Indonesia, India as well as western regions, such as USA, Europe, Australia, Russia, etc. |
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