LG Household & Health Care (LG H&H) has reported a remarkable 400% increase in sales during the recent Qoo10 Megawari event in November. The robust performance highlights the growing popularity of LG H&H's brands and products among Japanese consumers, who have a strong preference for domestic brands.
Megawari is a quarterly mega-sale event held by Qoo10, Japan's leading e-commerce platform. LG H&H has been participating in the event since June last year. The November Megawari event, which ran from November 15 to 27, witnessed a 292% increase in sales compared to the same period last year and a 42% growth from the previous Megawari event in September. Notably, all four Megawari events held this year (March, June, September, and November) recorded triple-digit sales growth.
LG H&H's luxury oral care brand, Youshimol, emerged as a standout performer in both the September and November events. The brand's "Whitening Purple Corrector Toothpaste" secured the top spot in the daily necessities category for two consecutive Megawari events, thanks to its rapid teeth whitening effects. The brand's live shopping session on the Qoo10 app on November 25th generated significant buzz among consumers.
Beauty brands also performed exceptionally well. VDL, a makeup specialist brand, ranked among the top five in the makeup base category with its popular "Tone Stein Color Correcting Primer." VDL's live shopping event also contributed to its strong sales. Other brands like CNP, a dermacosmetic brand, and Glint, a premium makeup brand, reported double-digit sales growth. Dominas at Clinic, a skincare line focused on anti-aging, benefited from marketing campaigns featuring Japanese mega-influencers. Additionally, newly launched brands like TPSY and Bicklenics gained traction on social media platforms like X (formerly Twitter) and Instagram, demonstrating strong growth potential.
To further penetrate the Japanese online market, LG H&H plans to expand its customer experience program and collaborate with local influencers. The company also aims to expand the offline distribution of products that have performed well online. "By accurately identifying market trends in Japan, such as a preference for whitening and ingredient-focused products, and offering high-quality products at competitive prices, we have exceeded our sales targets," said an LG H&H official. "We will continue to expand our reach to global consumers and deliver exceptional customer value."
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