President Lee Jung-ae Unveils Vision for Market Leadership
LG Household & Health Care President Lee Jung-ae outlined the company’s ambitious plans for 2025 in a New Year’s message, emphasizing the development of competitive products and the creation of differentiated future value.
She highlighted global business restructuring and swift product innovation as key strategies for the year ahead.
Lee stated, “By channeling our capabilities into customer-focused product value innovation, we will transform into a market-leading company.”
She added that efforts will concentrate on rebalancing global operations, particularly in North America, where the company plans to strengthen brands such as belif, CNP, and The Face Shop, targeting the young generation with enhanced products and increased marketing investments.
The strategy also includes accelerating growth on Amazon’s online platform and expanding offline reach. LG Household & Health Care experienced promising results on Amazon last year, where The Face Shop’s Rice Water line and CNP’s Lip Syrup performed strongly, signaling growth potential in North America.
In Japan, the focus will be on oral care, makeup brand Hince, and derma cosmetics under CNP, aiming to expand online influence.
For Southeast Asia and the EMEA region (Europe, Middle East, and Africa), the company will tailor its approach to local market needs, expanding both online and offline channels. In China, the rebranding of The History of Whoo will underpin a strategy prioritizing profitability.
To keep pace with rapidly evolving consumer trends, LG Household & Health Care plans to introduce an R&D Fast-Track process, streamlining product planning, development, and launch. “We will leverage digital data to analyze customer and technology trends and rapidly transform insights into products,” Lee explained. Open innovation will also play a key role in supplementing business capabilities and fostering agility.
For digital-driven growth, the company plans to enhance e-commerce strategies domestically and internationally, strengthen digital content creation capabilities, and actively utilize artificial intelligence. Lee remarked, “By integrating AI and collaborating with external digital solution providers, we aim to develop hybrid products that deliver unique customer experiences.”
The company is also pursuing inorganic growth through mergers and acquisitions (M&A), targeting brands with strong appeal among MZ (Millennial and Gen Z) and Alpha generations. Lee noted that underperforming businesses will undergo streamlining to enhance operational efficiency.
With a clear focus on product excellence and global market expansion, LG Household & Health Care is positioning itself to lead the beauty and health industries with innovative strategies and a customer-centric approach.
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