Himalaya Pink Salt Toothpaste Selected as 'East Asia Innovative New Product'

[Asia Economy Reporter Yujin Cho] LG Household & Health Care (CEO Cha Seok-yong) announced on the 27th that its ‘Toothpaste Containing Himalayan Pink Salt’ was selected as the ‘2020 East Asia Fast-Moving Consumer Goods (FMCG) Best Innovative New Product.’

The global market research firm Nielsen evaluated new products launched from July 2018 to June 2019 based on potential, sustainability, brand extensibility, category differentiation, and influence, selecting products that successfully created meaningful connections with consumers.

In South Korea, six products including LG Household & Health Care’s Toothpaste Containing Himalayan Pink Salt were selected. Nielsen assessed that these products grew their respective brands and categories through differentiation via premium positioning, attracting new consumers and creating consumption opportunities.

The Toothpaste Containing Himalayan Pink Salt is a premium toothpaste launched by LG Household & Health Care in 2018. It features a pink-hued transparent tube toothpaste and a soft cream-type pumping toothpaste containing Himalayan Pink Salt, known as the ‘noble salt,’ boasting a sophisticated design.

Containing high-purity crystal salt, this toothpaste allows for refreshing and clean brushing without irritation. Notably, clinical trials at domestic dental universities confirmed a 3.6-fold improvement in gum inflammation index and 12-hour bad breath suppression efficacy. It excludes eight chemical substances such as tar pigments and includes only necessary ingredients, making it suitable for the whole family.

Recently, the company has continuously evolved by changing the container to minimize the remaining amount of pumping toothpaste and launching a collaborative product with ‘Bravo Cone,’ Korea’s first cone ice cream.

An LG Household & Health Care official stated, “The Toothpaste Containing Himalayan Pink Salt is expanding its market position with an innovative concept and design, receiving enthusiastic responses not only in Korea but also in China, Taiwan, and Hong Kong,” adding, “We will enhance competitiveness to ensure customers continue to experience excellent and differentiated products.”