The LG Pra.L range was first launched in Korea in the second half of 2017. The company then introduced the line to China and Hong Kong, markets with “affinity for Korean beauty”.
“Our strategy for China and Hong Kong proved to be correct, as we can see it is becoming a key K-beauty item, less than one year after being introduced on these new markets,” said Jin-Kook Kang, head of CAV overseas sales, LG Electronics.
Potentials in Asia
The success in China and Hong Kong prompted the firm to extend its footprint to South East Asia.
The current LG Pra.L lineup consists of four home beauty devices: Dual Cleanser, Galvanic Ion Booster, Total Lift Up Care, and Derma LED Mask to cleanse, nourish, lift and firm the skin respectively.
“We believe Singapore is a very good candidate to repeat the success LG PRA.L enjoyed on the Korean market, where it has become a must-have beauty item in the premium segment,” said Kang.
“Based on LG's market research, Singapore enjoys a very beauty-conscious premium segment, combined with the affinity for K-beauty and a good positioning of LG as a premium brand, all these will be factors that combine to provide a good market response.”
According to Kang, the firm will continue to prioritise the Asian market as there is a rising interest on beauty and wellness among consumers.
“Considering the essence of skin care products, Asians are interested in the pursuit of health and beauty of the skin itself compared to Western [consumers] who are more interested in colour [cosmetics] and fragrance.”
However, Kang added that expansion would be measured.
“LG's strategy in the beauty segment is rather incremental. Having commercial success in Korea for a product does not mean it will automatically enjoy the same success abroad. There are numerous factors that can influence that and we are taking steps to analyse and learn from the customers’ feedback in each market, before deciding to expand to new markets.”
Kang said the company saw plenty of potential in the beauty device category.
“In the past, hair grooming and epilator were the main beauty devices, but now the market is growing rapidly with facial and body care products.”
Consumers can expect to see new products with more high-tech features from the brand.
“LG will continue to develop innovative skin and body care technology, based on its technological leadership. The final objective is to deliver safe and easy to use devices that customers enjoy. That can mean adoption of new AI technologies, or other features, based on consumer needs,” Kang said.
Kang said the company would continue to observe the sales performance and feedback on existing LG Pra.L products to help it launch the right products for the market.
“First we want to make sure we capture the market reaction to our first products in the line-up. Based on that insight we will decide on the products that can be successfully marketed in Singapore.”