VDL cosmetics branch out abroad

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VDL cosmetics branch out abroad

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Local consumers look around a VDL store in the Suntec City Mall yesterday as LG Household & Health Care opened the first VDL store in Singapore as a bridgehead to expand its overseas business. The Suntec City Mall is famous for the world’s largest fountain, the Fountain of Wealth. It reopened last Friday. Provided by LG Household & Health Care

LG Household & Health Care said yesterday its professional makeup brand VDL is targeting overseas markets 10 months after its domestic launch.

Its first overseas store opened in Suntec City Mall in Singapore, famous for having the world’s largest fountain, last Friday. LG Household & Health Care expects Singapore and Hong Kong will act as bridgeheads to expand into overseas cosmetics markets.

LG Household & Health Care is currently selling three cosmetics brands in Singapore: VDL, the Face Shop and Belief.

The company is conducting research on consumer preferences in Singapore’s cosmetics market.

Model Heather Marx is VDL’s brand ambassador.

The company 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 makeup products, we will actively target consumers in Southeast Asia.”

LG Household and Health Care introduced VDL last October in cooperation with the global makeup artist Wendy Rowe. It currently operates 30 stores aside from its online sales.


BY KIM JUNG-YOON [kjy@joongang.co.kr]

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