LG H&H to boost marketing of makeup brands in Japan

South Korea's LG H&H Co. announced on Tuesday that it will boost marketing of its premium makeup brands "Glint by VDIVOV" (Glint) and "freshian" in the Japanese cosmetic market.

Glint first launched its highlighters on Japanese e-commerce giant Qoo10 in June this year. This product has become the number-one-selling highlighter on Qoo10.

Local beauty influencers including YouTuber and makeup artist Hiro Odagiri, who has more than 1 million followers in Japan, have endorsed Glint's highlighters, making them a K-beauty favorite.

LG H&H's vegan makeup brand freshian, devoid of animal-derived ingredients, expanded the Japanese online market in September with its Egg Like Cushion foundation. It won a major award at the Japan Good Design Award in October.

LG H&H is bolstering local offline marketing strategies for Glint and freshian.

LG H&H is promoting both brands on four outdoor billboards on the Tokyo Dome for three days starting on Nov. 27. From Nov. 22, the company has been participating in Megawari, a shopping event organized by Qoo10.

Glint has confirmed plans to open a store in Plaza next month, while freshian will debut its store in Loft in February next year.

Write to Kyeong-Je Han at hankyung@hankyung.com