Made for Japan: LG H&H’s CNP Laboratory targets Japan with launch of exclusive products

The consumer good major outlined plans to expand the brand online and offline, capitalising on the growing interest and popularity of K-culture and K-beauty that is spreading in Japan.

“As the preference for K-beauty in Japan has recently increased, the plan is to expand customer contact points by targeting online through influencer marketing and offline with products exclusive to Japan.”​

At the beginning of March, the brand launched four Japan-exclusive products under its signature line which contain propolis as the hero ingredient.

This included two sets of ampoules and mists which were developed with vitamin C and niacinamide respectively.

The firm said it chose to develop products with these ingredients as they resonated with Japanese consumers.

It added that while it is importing its own existing products, it seeks to provide Japanese consumers with exclusive products that align with local trends to provide a “differentiated customer experience”.​

The products were launched with local beauty chain AINZ&TULPE at the start of March and plans are underway to expand its reach further.

The company also announced that it has received quasi-drug approval from Japanese authorities to launch CNP AC-PRO acne products in the market.

According to Japan’s Pharmaceutical and Medical Device (PMD) Act, quasi-drugs are products that exist in the space between pharmaceuticals and cosmetics.

They contain officially recognised active ingredients and have stricter requirements, which also means stricter rules for importers.

The company said it would launch three products from the AC-PRO range in March, including a cleanser, cream, and spot treatment.

Online expansion

As part of its online campaign, CNP worked with several Japanese influencers for e-commerce platform Qoo10’s March Mega Sale.

The brand promoted one of its top selling items, Invisible Peeling Booster, as well as the Blackhead Clear Kit.

These products were packaged with special Sakura Edition packaging designed in collaboration with Akari Yoshida, a local influencer with over 970,000 subscribers.

Moving forward, the brand intends to launch more products in Japan through online channels, including a retinol ampoule which targets wrinkles.

The firm said it plans to work with a Japanese influencer to promote the launch.

CosmeticsDesign-Asia​ previously reported​ that LG H&H had identified the derma beauty segment as a major growth opportunity to strengthen its business after a disappointing performance in 2023.