LG H&H Co. announced plans to strengthen the marketing of its makeup brands “Glint by VDIVOV” and “Freshian” in Japan. Glint’s highlighters, which were launched on the Japanese e-commerce platform Qoo10 in June, quickly became bestsellers. Freshian, a vegan brand, expanded into the Japanese online market in September with its Egg Like Cushion pillow and won an award at the Japan Good Design Award in October.
Endorsements from local influencers such as YouTuber Hiro Odagiri have boosted the popularity of Glint in Japan. LG H&H is expanding its marketing strategies for both Glint and Freshian, including outdoor advertising at the Tokyo Dome and participation in the Megawari shopping event. Plans include opening Glint and Freshian stores in well-known Japanese retail locations, Plaza and Loft, respectively.
LG H&H’s decision to strengthen the marketing of these brands in Japan is influenced by the successful reception of K-beauty products in the market. By leveraging influencer endorsements and awards, along with targeted advertising, the company aims to strengthen the presence of Glint and Freshian in a competitive beauty market. The store openings are part of this strategy to increase the accessibility and visibility of these brands to Japanese consumers.
