Without efficacy, there is no skincare; without technology, there is no beauty.
In this era driven by efficacy and technology, only by keeping up with technological trends, emphasizing basic research and efficacy verification to meet consumers’ high standards, can one win market share and brand loyalty.
In the increasingly fierce competition of beauty technology, the Korean beauty giant LG Household & Health Care deeply understands the essence of “technology leading the future,” continuously bringing outstanding products and innovative technologies through sustained research investment.
Not long ago, after years of in-depth skin gene research, LG Household & Health Care Research Institute published groundbreaking results in the global academic journal “Nature Communications.” This remarkable achievement once again demonstrates its profound research strength.
Research and Development at Its Peak, LG’s Latest Research Achievements Shine in International Top Journals
A significant trend is that Eastern aesthetics, spanning five millennia and the entire East Asian region, are becoming important elements in today’s fashion and trends, exerting profound influence on the development strategies of beauty brands and consumers” skincare preferences.
In the Chinese consumer market, the influence of Eastern aesthetics in the beauty sector is continuously rising, occupying an increasingly important position. Many domestic beauty brands, using Eastern culture and aesthetics as carriers, have launched related products and successfully attracted a large number of young user groups. Even many international beauty giants are incorporating Eastern aesthetic elements in their product design, research and development, and formulation systems to showcase the unique aspects of Eastern beauty to global consumers.
Furthermore, the “2023 Oriental Beauty Valley Blue Book (Cosmetics Industry)” jointly released by the CBNData and Oriental Beauty Valley shows that Chinese herbal ingredients and Eastern aesthetic imagery have surged in the 2023 Chinese beauty and skincare market. According to data from CHAILEEDO Intelligence, over 90% of consumers recognize Chinese ingredient brands.
Eastern aesthetics emphasize internal balance, harmony, nature, and the profound concept of “harmony between man and nature,” catering to the increasingly diverse and nuanced consumer demands of today. Leveraging its deep understanding and long-term accumulation of Eastern aesthetics, LG Household & Health Care, deeply influenced by East Asian culture, is continuously expanding the research boundaries of Asian skin.
Leveraging its leading research capabilities, LG Household & Health Care Research Institute, through dedicated research on skin genes, published its research achievements in the global academic journal “Nature Communications” in June this year. Based on this research breakthrough, the LG Household & Health Care Research Institute successfully developed the Radiance Essence PRO (PRO-Radiance1) luminous skincare ingredient.
Publicly available information indicates that “Nature Communications” is a sub-journal of the renowned international journal “Nature,” with an impact factor ranking it in the top 2% of global scientific journals. Due to its high impact factor and rigorous review standards, it has become one of the important platforms for high-quality research papers globally. The ability of LG Household & Health Care Research Institute to publish its research achievements in this journal undoubtedly highlights its research value.
It is worth mentioning that LG Household & Health Care is committed to providing better skincare solutions for Asian women. Founded on the principle of “the way of nature,” it has been deeply involved in cosmetic research and development for 77 years.
As early as six years ago, the research institute began researching skin genes. Over the past six years, it has published nine academic papers on skin research and established a large-scale skin group data archive covering 57,000 East Asians, laying a solid data foundation for advancing research in this field.
Through comprehensive and in-depth analysis of the data archive, LG Household & Health Care Research Institute has made breakthrough progress. Specifically, using bioinformatics analysis technology, the institute has segmented skin luminosity and color characteristics, successfully identifying multiple gene regions influencing skin color, including 11 previously unreported ones. Additionally, to further strengthen the targeted research, the institute has compared and analyzed skin characteristics of diverse global population groups, accurately pinpointing several skin color genes with significant influence among East Asian populations.
After multiple experiments, LG Household & Health Care Research Institute selected eight key ingredients from hundreds of candidate ingredients and, combining forward-thinking scientific skincare concepts and careful formulation, finally developed the PRO-Radiance1 luminous skincare ingredient.
The publication of this research achievement in a global academic journal signifies the remarkable achievement of LG Household & Health Care in the field of skin care. This research breakthrough is not only another step forward for LG Household & Health Care in research but also a significant breakthrough in its in-depth exploration of Asian skin characteristics.
Results Implemented, Asian Skin Welcomes Innovative Experiences
After achieving research breakthroughs, the next step is to transform laboratory research into the practical application of scientific skincare.
It is understood that the PRO-Radiance1 luminous skincare ingredient has been applied in THE WHOO Cheongidan Rejuvenating Pro-Radiance Balancing Series, a high-end luxury skincare brand under LG Household & Health Care.
As is well known, different populations have different skin conditions. Therefore, to develop skincare products suitable for Asian skin types, it is essential to deeply understand the characteristics of Asian skin.
Taking the aging characteristics of Asian skin as an example, from a physiological standpoint, the aging pattern of Asians is significantly different from that of Caucasians. According to the Fitzpatrick skin type classification, individuals with lighter skin colors are more susceptible to photoaging. Asians mostly fall under type III and IV, making them more prone to issues like skin dullness and hyperpigmentation.
So, how does LG Household & Health Care utilize the Radiance skincare ingredient and innovate new products tailored to the unique differences of Asian skin?
Reportedly, THE WHOO Cheongidan Rejuvenating Pro-Radiance Balancing Series employs cutting-edge BIO-Herb AI technology to scientifically optimize and refine a variety of precious herbal extracts, creating a soulful formula that addresses multiple skin issues, improving skin in multiple dimensions. By analyzing big data from 17,000 Asian (Korean) women, a core ingredient combination that enhances skin radiance was discovered, effectively addressing dull skin concerns and revitalizing the complexion. By incorporating core ingredients such as Weather Essence 12α10, Rejuvenating Essence PRO, and Radiant Strength Flower 11, the series meets various skin needs of Asian individuals, including radiance, elasticity, repair, and fine lines reduction.
In terms of product efficacy, human efficacy evaluations demonstrate that this series can help improve various skin issues, such as enhancing radiance in one application (using the special beauty regimen of lotion and emulsion together), stabilizing the skin barrier in three days (using the special beauty regimen of lotion and emulsion together for three days, and combining with the brand’s sunscreen to reduce transepidermal water loss), promoting elasticity in two weeks (using the nourishing lotion for two weeks), and reducing fine lines in four weeks (using the nourishing lotion for four weeks).
In essence, THE WHOO Cheongidan Rejuvenating Pro-Radiance Balancing Series showcases LG Household & Health Care’s in-depth research on skincare ingredients and efficacy. This not only highlights their pioneering, scientific, and professional approach in the skincare field but also further solidifies THE WHOO’s position in the high-end skincare market.
Brand Reshaping, THE WHOO Leads the New Trend of Oriental Aesthetic Skincare
The trend of “Oriental Sensibility” in beauty and makeup is rapidly emerging. Behind this new aesthetic trend lies not just a shift in the spirit of the times but also a grand resurgence of Oriental aesthetics.
To align with this trend, THE WHOO has made corresponding adjustments. CHAILEEDO has learned that since the end of 2023, THE WHOO brand has been gradually implementing a brand renewal strategy, which was fully completed this year. The aim is to present consumers with a more scientific and balanced approach, releasing the skincare concept of Oriental aesthetics.
After the renewal, THE WHOO’s brand philosophy focuses on the perfect balance and blend of ingredients, discarding excessive ornamentation and focusing on essential values—simple yet not crude, splendid yet not extravagant. Whether in brand philosophy or product design, THE WHOO embodies the beauty of harmony and balance, spreading Asian luxury values to the world.
In fact, THE WHOO’s emphasis on Oriental aesthetics in brand reshaping also reflects its high level of attention to the Chinese market.
CHAILEEDO has noticed that this year, LG Household & Health Care and THE WHOO have increased their investment in the Chinese market. In March of this year, LG Household & Health Care unveiled the research results of a new generation anti-aging ingredient, NAD+, and applied this technology to THE WHOO brand. At the same time, THE WHOO launched a new product, the Secret Repairing and Firming Essence, and opened pop-up stores in Hangzhou and Nanjing. All of these actions demonstrate THE WHOO’s high regard for the Chinese market.
A series of renewal and adjustment measures have led to improved performance. According to LG Household & Health Care’s latest financial report, the group’s receivables reached 18.2 billion RMB in the first half of this year, with a 7.7% year-on-year growth in the Chinese market. THE WHOO’s strong online sales performance in the Chinese market has been a key factor driving overall sales growth. According to CHAILEEDO intelligence data, in the first half of this year, THE WHOO ranked 12th on the Douyin (TikTok) beauty list.
From the latest research achievements published in top international journals to the reshaping of its core brand, to becoming one of the few international beauty companies in Japan and Korea that have achieved growth in the Chinese market in the first half of this year, it is evident that in the face of intensified competition in the Chinese market and various challenges facing the Korean beauty industry as a whole, LG Household & Health Care has not chosen to “lie flat.”
As emphasized by Kang Laigui, Chief Technology Officer of LG Household & Health Care’s Korean Research and Development Division, at the inaugural “LG Household & Health Care Brand R&D Day” in March this year: “The Chinese market has always been one of the most important consumer markets for LG Household & Health Care. Chinese consumers are paying increasing attention to the efficacy, ingredients, and technological content of skincare products, driving major companies in the industry to continuously improve their technological capabilities, forming a virtuous cycle of development.”
Various indications show that LG Household & Health Care is strengthening its position in the Chinese market through increased research and development investment, improved product quality, reshaping brand image, and enhancing scientific communication. After a period of dormancy, this beauty company has clearly regained the initiative and exudes new vitality.
