LG H&H's The Whoo unveils Cheongidan renewal line in Shanghai

LG H&H Co. announced on Thursday its strategy to focus on the Chinese market by unveiling a renewal version of "Cheongidan," the flagship product from its luxury skincare line, "The History of Whoo." The newly revamped product will launch globally starting in China Sept. this year.

This renovation marks the first time in 13 years that Cheongidan has been updated since its original launch in January 2010.

The product enjoys widespread popularity in China, making it a strategic cornerstone for LG H&H's expansion plans.

In a bid to promote Cheongidan's renewal line, LG H&H hosted "The History of Whoo Cheongidan Art Fair in Shanghai" at Tank Shanghai Art Center on Aug. 30.

The event was the company's first large-scale brand promotional effort in China, a critical market for beauty products, in nearly four years. The last major event was "the Whoo Royal Court Banquet in Shanghai" in 2019.

The fair attracted more than 100 local celebrities on its inaugural day.

The move comes as LG H&H aims to reignite growth in its beauty business, which has faced challenges due to the COVID-19 pandemic. By focusing on the Cheongidan's renewal, the company hopes to rekindle interest and investment in the Chinese market.

In line with the renovation, LG H&H also introduced a shorter brand notation. The original The History of Whoo has been abbreviated to "The Whoo," a change designed to foster increased customer affinity with the brand.

"The Whoo Cheongidan Art Fair serves as an opportunity to share the journey of revealing the secret of light for ultimate beauty with our global customer base," an LG H&H source said. "We will ramp up marketing efforts to broaden customer engagement going forward."

Write to Soo-Jung Ha at agatha77@hankyung.com