South Korea’s LG Household & Health Care Ltd. released its three cosmetic labels - OHUI, VDL, Belif - in China in a bid to tap deeper into the world’s largest cosmetics market.

LG Household and Health Care announced on Monday that OHUI, VDL and Belif opened their first stores on Sunday at Wulin Intime Department Store located in Hangzhou.

“We decided to release the brands in China in order to meet the rising demand by Chinese consumers who had used the products,” said the company. “In the long run, we want to enhance our competitiveness in the growing Chinese market by additionally launching our upscale brands.”

Shares of LG Household & Health Care closed Monday at 1,062,000 won, up 1.24 percent or 13,000 won from the previous session.

The company’s luxury cosmetics label Whoo which made its debut in China in 2006 has been drawing huge popularity in the country with the number of stores reaching 182. Another premium brand Su:m that entered the market last year has also been showing solid sales with 58 stores in operation. Sales of Whoo passed 1 trillion won milestone thanks to popularity mostly in China. Sales of Su:m products also topped 300 billion won.

The company opened a joint store of its skin care brand OHUI and make-up brand VDL to provide one-stop shopping service. It will also conduct various events such as makeup shows by inviting renowned makeup artists to celebrate the brands’ entry into the market.

LG Household & Health Care will expand the number of stores in upscale department stores in China. It plans to open OHUI and VDL’s second store in a department store in Shanghai in November.

“We aim to belong to the top five luxury cosmetics makers’ list in China within five years,” said Kim Byeong-yeol, the company’s marketing director for Chinese operation.

By Park Eun-jin and Choi Mira

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