LG develops store concept around new natural/organic brand, Tomaru

By Michelle Yeomans

- Last updated on GMT

LG develops store concept around new natural/organic brand, Tomaru

Related tags South korea

LG Household & Health Care has opened a 'multi-brand' cosmetics shop in western Seoul, dubbed the 'Beauty Tomaru Station' due to its strong focus on the company's new organic/natural brand, Tomaru. 

LG Household & Health Care reps say that a huge amount of time and effort has been invested in the minor details of this store which it hopes will attract young female consumers, thanks to the likes of interactive touchscreens and an automatic cosmetics sample vendor.


The focus, as aforementioned, is around the launch of the beauty player's organic /natural brand, Tomaru which it hopes will also help to boost the sales of its other brands which will be stocked there.

Already looking ahead, the cosmetics giant says it plans to open nine more shops in areas such as Gangnam District and Hongik University area this year. 

They include CNP Cosmetics, Care Zone, hair treatment brand Silk Therapy and mask pack sheet brand Dear Packer. 

Finally, LG hopes that the Beauty Tomaru Station will tap into the influx of Chinese tourists.

LG teams up with competitor to conquer China

In recent months, the cosmetics player hit the road to showcase its K-beauty innovations alongside its biggest competitor, AmorePacific to conquer China.

It was the first time that cosmetics competitors joined forces for a venture like this and China is the right place to go right now as consumers have taken to Korean packaging innovation and the creative use of celebrities in beauty. 

Since launching its Air Cushion line in 2008, AmorePacific’s Cushion compact has taken off, attracting worldwide attention and revolutionizing the make-up routine for women.

The ‘Cushion’ refers to a make-up compact built with specially-designed urethane foam that safely contains and preserves make-up liquid comprised of foundation, sunscreen and skin care formula.

It has been a popular product in Korea for convenience and according to global research firm TNS Korea, 75% of Korean women have used or are currently using Cushion products.

It is also said to have changed the make-up habits of Korean women by reducing the steps and time needed in creating the skin-looks they prefer.

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