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VDL’s Perfecting Silky Fit products gain popularity in Japan

Collected: 2023.11.21

Distributed: 2023.11.22

Source: Go Direct

Perfecting Silky Fit Cover Cushion [Courtesy of VDL]

VDL, a makeup brand under South Korea’s LG Household & Health Care Co., said on Monday that its Perfecting Silky Fit Cover Cushion and Powder are making strides in Japan, with sales soaring 282 percent in October from the same period a year ago.

The products were developed jointly with beauty influencer Calary Girl (@calarygirl_a).

Originally, VDL had planned to collaborate solely on cushion products with the influencer. However, the brand observed that Japanese consumers tend to use powder after applying cushion, prompting the joint release of the powder.

The successful launch of the Perfecting Silky Fit line has significantly increased brand recognition for VDL in Japan, leading to a surge in requests for placement in offline stores, according to the company.

VDL plans to enter about 500 locations, including AINZ and various Japanese variety shops, by the end of this year.

Furthermore, negotiations are underway to secure placement in around 2,000 drugstores in Japan, including Matsumoto Kiyoshi, by the first half of next year.

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