LG Household & Health Care announced on Dec. 7 that it has recorded a 300 percent increase in sales about six months since launching its first cosmetics on Japan’s leading online shopping site Qoo10.
LG Household & Health Care has been steadily launching LG Household & Health Care branded products on Qoo10 and Amazon since May of this year to target the Japanese online market. Currently, there are nine cosmetics brands and nine home care & daily beauty (HDB) brands sold on online channels in Japan.
LG Household & Health Care has been participating in Megawari, a discount event organized by Qoo 10 to promote the brand and expand its customer base. In the November Megawari (Nov. 22 to Dec. 3) the company posted a growth rate of approximately 135 percent compared to the previous Megawari event in September. Compared to another Megawari in June when it first participated, the growth rate rose to 294 percent.
De-aging solution brand Ohui Jean Cushion sold out over 5,000 units in 12 days through live broadcasts with famous Japanese makeup artists, ranking third in foundation sales and fifth in cushion sales.
Glint, a premium makeup brand, was the No. 1 seller in the highlights category, up 132 percent from September, thanks to the popularity of its signature Highlight. Glint Lip Serine, which was launched at the November event, sold out, proving its competitiveness in the Japanese market. Glint Lip Serine is a third-generation functional lip care product that LG Household & Health Care launched by combining the advantages of existing lip balms and lip masks.
In daily beauty products, Euthymol’s Whitening Toothpaste, a premium oral care brand, ranked second in the living category with a 66 percent increase in sales compared to the previous event. Euthymol is drawing attention for its differentiated portfolio that combines teeth whitening functions with a beauty care concept.