LG Household & Health Care Acquires LG Electronics' 'Pra.L'... "Advancing Beauty Tech"
Transfer of Trademark Rights and SNS Channels
Building a Beauty Ecosystem Connecting Cosmetics, Devices, and AI
Launch of New Product 'Superfoam Galvanic Booster'
Release of Three Dedicated Skincare Products
LG Household & Health Care announced on the 23rd that it has recently acquired the beauty device brand 'LG Pra.L' from LG Electronics.
As a result, all matters necessary for operating the brand, including the trademark rights and social networking service (SNS) channels of LG Pra.L, have been transferred to LG Household & Health Care. Going forward, LG Household & Health Care will be responsible for the development, launch, and marketing activities of Pra.L products.
LG Household & Health Care plans to establish a beauty ecosystem that connects 'cosmetics, devices, and artificial intelligence (AI)' and to advance its beauty tech business, which is a future growth driver.
The first products to be introduced are the 'LG Pra.L Superfoam Galvanic Booster' and a dedicated skincare line called 'GLASSLIKE,' which consists of three items. The Superfoam Galvanic Booster utilizes 'galvanic' technology, which uses electric currents to help cosmetic ingredients penetrate the skin. The product is 9.5 cm in length, weighs 47g, and features a slim design reminiscent of a lipstick. It is compact enough to fit in a handbag and is priced in the 100,000 won range.
The dedicated skincare line of three products targets specific skin concerns such as wrinkles, lip dryness, pigmentation, loss of elasticity, and uneven skin tone. The key ingredients, including vitamin C and bakuchiol, are formulated as ions with positive and negative charges. When used together with the Superfoam Galvanic Booster, absorption efficiency is enhanced.
An LG Household & Health Care representative stated, "The newly launched LG Pra.L will set a new standard for beauty devices that perfect the skin with advanced technology," adding, "By creating synergy between high-performance devices and cosmetics, we will deliver differentiated customer value that enables professional-level skincare results at home."
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The LG Pra.L Superfoam Galvanic Booster and the GLASSLIKE skincare line of three products are available for purchase on Naver Plus Store. The LG Pra.L official online store is scheduled to open on the 30th.
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