GS25 Partners with LG Household & Health Care to Launch Functional Toothpaste and Toothbrush

[Asia Economy Reporter Lim Hye-sun] GS25 is partnering with LG Household & Health Care to develop functional toothpaste and toothbrushes under the premium brand ‘Signature,’ launching them exclusively on the 10th.

Analyzing sales data of hygiene products such as toothpaste and toothbrushes at convenience store GS25 for the first half of 2020 (January to June) compared to the previous year, the toothpaste category showed a 23% growth in sales of functional toothpaste (special ingredients, whitening effects, etc.), which is 16 percentage points higher than regular toothpaste. The toothbrush category also showed a higher growth trend for high-end toothbrushes compared to low-priced ones. This is believed to reflect increased customer interest in hygiene and health due to the COVID-19 pandemic, as well as a consumer trend seeking small personal luxuries in daily life.

In line with these consumer trends, GS Retail, through joint collaboration with LG Household & Health Care, is launching premium products ‘Signature Jukyeom Toothpaste 150G’ and ‘Signature Jukyeom Toothbrush.’ The ‘Signature’ brand was developed over six months starting last year, with GS Retail’s Life Living Team and LG Household & Health Care’s ‘Jukyeom’ brand marketing and design teams, along with product development members, gathering to exchange diverse opinions on consumers’ brushing patterns, preferred toothbrush head sizes, ingredients, and more. The ‘Signature’ brand concept aims to add premium quality to everyday life, focusing on upgrading both the ingredients and package design of each product.

‘Signature Jukyeom Toothpaste 150G’ combines LG Household & Health Care’s 28 years of oral health research expertise. It contains Jukyeom, which is baked nine times at temperatures above 1000 degrees Celsius, along with ‘Green Propolis,’ known for its excellent antioxidant and antibacterial properties, and an extract of ‘Centella Asiatica,’ commonly called tiger grass, to help with gum care. Clinical trials at domestic dental universities showed that compared to non-Jukyeom toothpaste, the gum bleeding index decreased by 75% in just five days. The price is 9,900 KRW.

‘Signature Jukyeom Toothbrush 2-pack’ uses ultra-fine bristles to easily clean every corner of the mouth, features a bamboo-shaped handle for enhanced convenience, and reflects the image of the Jukyeom toothbrush. The price is 9,900 KRW for two pieces.

GS Retail plans to expand the ‘Signature’ line with various products in categories such as hair care and body care by the end of the year through ongoing collaboration with LG Household & Health Care.