After LG Household & Health Care, the Royal Complexion Improvement Secret 'Cheongibaekyeongdan' Included

[Asia Economy Reporter Lim Hye-seon] LG Household & Health Care’s premium cosmetics brand ‘Whoo’ has released the ‘Cheongidan Hwanyeon Refining Essence,’ the first-step essence in the Cheongidan line. This product is also notable for containing ‘Cheongibaekyeongdan,’ a formula discovered from royal complexion improvement prescriptions. Additionally, it helps with wrinkle improvement. The nourishing gel-water type formulation gently cares for old dead skin cells.

When used as the first-step essence after cleansing and before applying toner daily, the richly moisturizing and nourishing texture gently absorbs into the skin, enabling total care from exfoliation and radiance to anti-aging. The price is 150,000 KRW.

An LG Household & Health Care official said, "This product was introduced to cultivate skin that glows with youthful radiance from the base through gentle exfoliation and bright radiance," adding, "We recommend it to those looking for a light and comfortable anti-aging care product."

‘Whoo’ has grown into the first domestic cosmetics brand to achieve annual sales in the 2 trillion KRW range by offering a differentiated emotional value of ‘royal court culture of the queen.’ Despite the overall cosmetics market facing difficulties last year, ‘Whoo’ continued to grow based on solid brand power and consumer demand, solidifying its position as a luxury brand. ‘Whoo’ delivers differentiated value to consumers through quality based on unique royal court secret prescriptions, luxurious designs embodying court stories, and luxury marketing of the queen’s royal court culture.

LG Household & Health Care achieved record-high performance in the first quarter of this year as cosmetics sales improved. In Q1, LG Household & Health Care’s sales and operating profit reached 2.0367 trillion KRW and 370.6 billion KRW, up 7.4% and 11.0% respectively compared to the same period last year. The cosmetics business saw significant improvement as the Chinese consumer market recovered. During this period, cosmetics business sales increased by 8.6% year-on-year to 1.1585 trillion KRW, and operating profit rose 14.8% to 254.2 billion KRW. ‘Whoo’ sales increased by 31% compared to the same period last year. ‘Rosy Csomma’ and ‘The First’ grew by 40% and 64%, respectively. High-end cosmetics brands such as Whoo, Su:m, and O Hui recorded steady sales through digital distribution channels.

Meanwhile, LG Household & Health Care is nurturing influencers who will serve as ‘live commerce’ hosts among graduates of the Natural Beauty Creator program. The Natural Beauty Creator program is a social contribution activity that supports women with career experience and unemployed individuals in their challenge to become beauty YouTubers.