Lip service: LG H&H plans to launch Lipcerin lip care across 16 beauty brands by end 2023

According to LG H&H, Lipcerin is a third-generation complex that “meets the needs of customers who want to maintain the best lip condition”.​

It contains glycerine and claims to improve the five major problems of lip skin: dead skin cells, wrinkles, moisture, elasticity, and shine.

The firm developed Lipcerin over five years, using research obtained from analysing lip image data of 57,000 East Asians.

Furthermore, the company also developed specialised packaging for its Lipcerin products.

The Air Fit container, designed and developed directly by LG H&H, features a rotating dial that dispenses a precise dose of lip serum for each application, ensuring convenient and hygienic use.

“The development of Air Fit containers reflected the purpose of improving customer value and improving customer concerns that the contents may deteriorate due to repeated exposure to the external environment when using existing lip balms and lip masks for a long period of time.”​

A new generation of lip care

In October, the company launched new lip care products with its Lipcerin Penta Turnover Recovery Complex, across five brands: Belif, CNP, Glint, Beyond and Sooryehan.

Belif, CNP, Beyond, and Glint were introduced through health and beauty chain Olive Young. Sooryehan’s lip product will be sold through home shopping channels in Korea.

Onwards, the company said new lip care products will be launched sequentially from a total of 16 brands.

While Lipcerin will be the key feature in all the products, the firm clarified that each brand would launch a lip care product with different a concept and fragrance.

For instance, Beyond’s Angel Aqua Moisture Plumping Lipcerin has a volumising effect while Glint Lipcerin contains subtle pearls for a “glow effect” and anti-wrinkle effect.

“We are launching products prepared to satisfy the various needs of customers by the end of this year. We plan to expand the functional lip care category and develop Lipcerin as a representative K-beauty lip care product of the future,”​ said the firm.

Anticipating a lip care boom

The firm said this is a move to accelerate its presence in the lip care market.

Citing Euromonitor, LG H&H said it hoped to accelerate its presence in the USD2.83 billion lip care market, which increased by 8.8% from 2021 to 2022.

The firm believes the size of the domestic lip care market will also expand by 4.2% compared to the previous year.

In particular, it highlighted opportunities for lip care innovation in the US, China, Japan and South East Asia.

It noted interest in the category across social media platforms such as TikTok and e-commerce platforms like Tmall.

The lip category is also expanding to include new subcategories such as lip lotion, and lip essence.

Furthermore, the increase in the use of highly pigmented, long-wearing lip colours was causing more issues with dryness, driving lip care sales.