Royal Cosmetics Brand: LG Household & Health Care’s “Whoo” Exceeds 1 Trillion Won in Sales in Sept. | BusinessKorea

Sunday, January 21, 2018

LG Household & Health Care’s “Whoo” at Lane Crawford Department Store in Hong Kong.
LG Household & Health Care’s “Whoo” at Lane Crawford Department Store in Hong Kong.
20 October 2017 - 10:45am
Choi Mun-hee

The royal cosmetics brand “Whoo” of LG Household & Health Care broke through 1 trillion won (US$900 million) sales early this month.

“Whoo” achieved sales of 1 trillion won for the first time on November 3 of last year since its brand launch but this year the brand reached the point a month earlier.

Since its launch in 2004, Hu posted 100 billion won (US$90 million) in sales in 2009. Its sales exceeded 200 billion won (US$180 million) in 2013, 400 billion won (US$360 million) in 2014, and 800 billion won (US$720 million) in 2015 and 1.2 trillion won (US$1.0 billion) last year, showing a rapid growth.

“Whoo” has provided differentiated value which goes beyond that of traditional herbal cosmetics with high quality product based on the royal court's unique royal methods, a colorful design with a royal court story and luxury marketing based on a royal court culture of queens. By doing so, the cosmetic brand realized rapid growth in 16 countries including China, Singapore, Hong Kong. LG Household & Health Care is now running more than 250 stores in Asia, including China.

On the other hand, the company’s “Su:m” which is emerging as a next-generation brand with a growth pattern similar to “Whoo” with a time lag of 3 years also surpassed 300 billion won in sales faster than last year.

Su:m launched in 2007, is a brand that combines the concept of natural fermentation which requires long waiting time and a lot of care with cosmetics. The brand is steady growing, gaining in much popularity among Korean and foreign women who are looking for mild products with positive efficacy for skin.

At the end of April last year, Su:m made a foray into the Chinese market. Since then, the brand has been well received by local consumers, rapidly expanded its stores to top-end department stores in major cities such as Shanghai, Nanjing and Beijing. Currently, Su:m has more than 70 stores in Asia including China.


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