Improving Quality of a Flagship Product
LG Household & Health Care Ltd.(LG H&H) has upgraded “Bichup Ja Saeng Essence” (Secret Autogenic Essence), the best-selling product of “The History of Whoo,” the luxury Korean herbal skincare & cosmetics brand, for the first time in seven years after the release to target the global market.
In a bid to improve its status as the best-selling product of the Whoo brand and become a global anti-ageing essence, LG H&H plans to launch the product that strengthens the self-regeneration process further in the Korean and global markets.
The Bichup Ja Saeng Essence, which was launched in September 2009 by LG H&H's Whoo brand, is becoming very popular among customers at home and abroad. In particular, it is the first product to be launched by the Whoo brand in overseas markets and has helped the brand to lead the K-Beauty market.
The Bichup Ja Saeng Essence has sold about 3.6 million units and surpassed accumulated sales of 400 billion won (US$361.01 million) until last year. It is also expected to show a high growth rate this year.
In this regard, the Whoo invited opinion leaders, buyers and media in Thailand, China, Taiwan and Singapore to Korea at the end of June for the Bichup Royal Court Banquet in order to announce the story and achievement of the Bichup line, with the release of the new Bichup Ja Saeng Essence a month away.
In addition, LG H&H showcased the special edition of the Bichup Ja Saeng Essence, the new Bichup Ja Saeng Essence 2016 and relics, which were the motive of the brand, at the event, attracting attention. Whoo spokesmodel Lee Young-ae and Thai celebrities attended the event as well.