Press Release

 

 

 LG Household & Healthcare Co. Ltd. (CEO Suk Yong Cha) launches "KACHET" at the Hyundai Department Store COEX, to target the men's premium cosmetic market.

 

 

As the first cosmetic brand dedicated to male customers, KACHET is the seventh brand for department stores, following Oui, Fu, belief, FROSTINE and DAVI, and it will strengthen the brand power of LG Household & Healthcare to help it consolidate its position in the premium cosmetic market. The company is poised to target the market segment that was dominated by foreign brands with differentiated strategy.

 

KACHET inherits the skin care secrets and philosophy of Baber Salon, which took responsibility for the noblemen from the 18th to 19th century in Europe. The cosmetic provides basic skin care and boosts confidence.

 

KACHET originated from the French "Cachet," meaning certification or stamp to symbolize the dignity of successful men.

 

LG Household & Healthcare Co. Ltd.'s research lab has developed a Master Blend™ formula by combining natural herbs such as Petitgrain oil and Neroli extracts, Vitamin Peptide and Ceramide.

 

KACHET's basic skin care line is appropriate for men's skin which has larger pores and produces more sebum compared to women's and is damaged by alcohol, smoking, stress, and shaving. It provides adequate care to improve skin tone, wrinkles, and dryness, while striking a balance with nourishment and vitality, so as to help the skin recover its balance.

 

Differentiated and classic European-style "KACHET Classic Shaving Set" is composed of a notable heritage design including shaving cream, brush and holder, produced based on traditional shaving secrets of gentlemen in Europe.

 

The "KACHET BB Closer Dark" adjusts skin pores and wrinkles to make men's dark, dull skin look healthy and bright.

 

The KACHET product lineup is composed of 22 products including two types of toners, one type of essence, two types of creams, four types of shaving products, sunblock and six types of BB creams.

 

LG Household & Healthcare Co. Ltd. plans to put its focus on the segment to increase its share of total sales from 7 percent to 10 percent. In addition, it will foster the brand in the global market to move it to the Southeast Asian market.

 

Kim Byeong-ryeol, director of LG Household & Healthcare's promotion team, said "We introduced KACHET to secure the market position as the men's cosmetic market posts double-digit growth every year with larger consumer segments aged from their 20s to 50s and increasing the demand for high-end products, sunblock and BB cream despite difficulties in the economy."

 

▣Volume and price

- Shaving lineup: soothing astringent 200ml, around KRW 30,000 / shaving cream 300ml, around KRW 34,000
- Aftershave balm 30ml, around KRW 28,000 / classic shaving set around KRW 158,000
- Cleansing lineup: foam cleanser 150ml, around KRW 22,000 / multi-foaming cleanser 150ml, around KRW 22,000
- Skincare lineup: toner 200ml, around KRW 30,000 / moisturizer 100ml, around KRW 42,000 / water drop gel cream 50ml, around KRW 38,000 / gel oil 50ml, around KRW 45,000 / wrinkle essence 50ml, around KRW 45,000 / whitening essence 75ml, around KRW 45,000 / eye essence 15ml, around KRW 35,000 / concentrated nourishing cream 50ml around KRW 40,000 / energizing mask, 5 pieces, around KRW 35,000 / pore care balm cream 45ml, around KRW 45,000
- Sun care: sun lotion 50ml, around KRW 30,000 / shaking sunblock 50ml, around KRW 30,000 / sun stick 19g, KRW 30,000 / sun spray 150ml, around KRW 20,000
- Makeup lineup: BB closer dark 50ml, around KRW 32,000 / BB closer light 50ml, 3 around KRW 32,000

 

※Reference

Euromonitor, the global market intelligence firm, shows that the men’s cosmetic market of Korea has the largest share in the world, accounting for one-fifth of the global market. When the makeup line is combined to the basic care line, the market will reach KRW 1.03 trillion this year.