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LG Household & Health Care Opens VDL Flagship Store at T-Mall of Alibaba
Tapping into Chinese Market
LG Household & Health Care Opens VDL Flagship Store at T-Mall of Alibaba
  • By Choi Mun-hee
  • July 20, 2017, 02:45
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A VDL flagship store at T-mall.
A VDL flagship store at T-mall.


LG Young Health's young prestige make-up brand VDL will open its flagship store in Alibaba T-mall on July 19 and make a full-scale entry into China's make-up market.

T-mall is a Chinese online shopping mall operated by China's largest e-commerce company, Alibaba Group. VDL will launch about 100 products including bestsellers such as Lumilayer Primer and Metal Cushion Foundation through the opening of its exclusive flagship store.

LG Household & Health Care is currently operating flagship stores of five cosmetics brands including Hu, Su:m, Belif, Sooryehan, and The Face Shop, and pushed ahead with the opening of VDL stores to respond to a rapidly growing make-up boom in China.

According to Euro Monitor, a global market research firm, the Chinese makeup market is expected to grow to US$6.6 billion by 2020.

In the meantime, LG Household & Health Care launched VDL, a shade cosmetics brand in 2012. VDL has been targeting women in their 20s and 30s with the concept of “realizing a vibrant and intense dream.” Currently, VDL is introducing a variety of makeup products through domestic department stores, flagship stores, and duty-free shops. In 2016, its sales grew 24% year-on-year, chalking up steady growth and becoming a representative shade cosmetics brand in Korea.