South Korea’s LG looks to export VDL brand success

4-Sep-2013

LG to take "Violet Dream Luminous" brand to Vietnam and the Philippines

South Korea’s LG Household & Health Care has taken its new VDL (“Violet Dream Luminous”) brand to overseas markets just ten months after its domestic launch.

In August, the brand’s first overseas store opened in Suntec City Mall in Singapore. LG expects the flagship store to act as a bridgehead to expand the brand into other overseas cosmetics markets.

The company also plans to target consumers abroad who are sensitive to trends. “Our goal is to enter two other nations in southeast Asia, Vietnam and the Philippines, after starting the first store in Singapore,” said a spokesperson for VDL. “With our differentiation from existing brands and our high quality make-up products, we will actively target consumers in southeast Asia.”

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According to VDL, part of its differentiation is the incorporation of Lumilayer technology that allows light and luminescent colours to be layered on top of each other, while maintaining their own colour identities. LG Household and Health Care introduced VDL in South Korea last October. The brand currently operates 30 stores as well as selling online. The company is now selling three cosmetics brands in Singapore: VDL, The Face Shop and Belief.

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