Retail in Asia

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Cosmetics brand VDL to open in through China’s online website, Tmall

VDL Cosmetics brand South Korea online sales alibaba Tmall - Retail in Asia

LG Household & Health Care, Korea’s No. 2 cosmetics maker, said that its international cosmetics brand VDL started to be sold through China’s online website, Tmall, a website for business-to-consumer online retail that is operated by Alibaba Group.

LG Household & Health Care launched VDL in 2012. VDL is targeting women in their 20s and 30s with the brand concept of ‘realizing a lively and intense dream’.

Currently, VDL is introducing makeup products of various items through domestic department stores, flagship stores, and duty free shops.

It has been steadily growing every year with a growth of 24% year-on-year and it strengthens its presence as a representative colour cosmetic.

VDL is selling more than 100 products including ‘Lumilayer Primer’ and ‘Metal Cushion Foundation’ and so on through brand online boutique in Tmall.

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LG Household & Health Care currently has operated brand online boutique of Sum37, Belif, Sooryehan and The face shop in Tmall, and expanded their brand into Chinese market, which colour make-up is rapidly growing.

As the domestic economy slows down and sales at all stores such as duty-free shops and domestic department stores are shrinking, LG Household & Health Care plans to focus on expanding overseas markets with luxury brands such as ‘Whoo’, ‘Soul’, ‘Sum37’ and ‘Belif’. Whoo already entered in 10 countries including China, Singapore and Hong Kong. Belief, Hurb brand, also has been sold in over 100 stores of Sephora.

According to Euromonitor, a global market research firm, the Chinese makeup market is expected to grow to US$ 6.6 billion (7.4 trillion won) by 2020.

VDL’s marketing manager said, “Starting with Tmall, we will open a flagship store in China at the end of this year, and we will actively target Chinese consumers with differentiated global sensitivity and high-quality makeup products.”