Design R&D

Design Research & Development

LG H&H Co., Ltd. Design Center is always striving to provide new customer experience by researching, developing,
and differentiating new designs with global competitiveness that solves customer pain points from the customer's point of view and considers the environment and safety.

Through various beauty brands carrying K-Beauty's differentiated heritage, it is loved by customers around the world.
Continuing the history of global K-Beauty centered on Asia, we are establishing strong market position and design
competitiveness that can expand to the world.

We aim to provide the safest, most convenient products to customers by conducting various quality tests based on our own stringent standards.
We are also carrying out design improvement activities to solve the customer's pain points.

We are committed to “sustainable packaging (Clean Beauty)” to enhance our socially eco-friendly value further.

LG H&H Co., Ltd. Design Center is making efforts to promote and exchange future key human resources in next-generation design by conducting industry-university project activities.

We strive not only to promote design competence through mutual win-win efforts with partners in various areas but also to expand underlying infrastructure throughout the design industry.

Design Center History

Established Design part within
Technology Division
(for Household Goods unit)
Became part of Development
Department within Operation Division
Newly established
Cosmetics Design unit
Household Goods and Cosmetics
unit moved to Seocho office
Operated as integrated Design Center
(Chemical + Household & Health Care units)
Separated and Promoted
to Household & Health Care
Design Research Center
Merged with Cheongju Packaging
Development Center and promoted
to the Design Center
Created Beverage
Design unit
Consolidated design units of LG H&H and THEFACESHOP
Created Makeup
Design unit
Design center moved to LG Science
Park in Magok Household Goods Creative
Division newly established
Cosmetics Premium
/Lux Creative
Division newly established
Integrated into the Cosmetics Beauty
Creative Division
Integration of CNP Design Division
  • Research Field

    • Industrial Design : Household goods, cosmetics, beverage containers, and product design
    • Package Design : Household goods, cosmetics, beverage packaging, and graphic design
    • Space Design : Cosmetics, household goods store interior and space design
    • VMD Design : Cosmetics, household goods space display and presentation & experience design
    • Design Research : Analysis of design trend and market survey such as consumers’ behavior and lifestyle
    • Preceding Design Proposal : Preceding design proposal
    • Strategic Planning : Design strategy, human resources, budget management
    • Engineering Design : Cosmetics and household goods containers design
    • Package Development : Study on new functional material-made packaging and stability of packaging
    • DX Design

      - Web, App, and virtual space design for digital customer experience of cosmetics and household goods via online

      - Making online system databases of development work for cosmetics and household goods

  • Awards & Recognition

    • Won the WorldStar Award from WPO (World Packaging Organisation) in 2001, 2002, 2004, 2006, and 2009.
    • Received the Good Design Certificates issued by Korea Institute of Design Promotion under the Ministry of Commerce, Industry, and Energy in 2000, 2001, 2003, 2005, 2006, 2007, 2008, 2009, 2010, and 2012.
    • Won the Asia Star Award from Asia Packaging Federation in 2000 and 2002.
    • Won the Pack Star Award from Korea Packaging Association in 2000, 2001, 2002, 2003, 2004, 2006, and 2011.
    • Received the Korea Industrial Design Award from Korea Association of Industrial Design (KAID) in 2000, 2002, 2003, 2005, and 2006.
    • Received the Green Packaging Winner Award from Consumers Korea in 2001, 2002, 2003, and 2004.
    • Received the Grand Prize for the Korea Design Management Award from the Korea Management Association Consultants in 2001.
    • Received the Korea Design Power Award from the Korea Management Association in 2002.
    • Received the Grand Prize for the Korea Design Brand Award from Korea Institute of Design Promotion under the Ministry of Commerce, Industry, and Energy in 2003 and 2005.
    • Named KFDA Design Year Book “Creatio” by Korean Federation of Design Association in 2009.
    • Received the iF (International Forum Design) Design Award in 2006 ,2009 and 2020.
    • Won the WorldStar Packaging Awards in 2013.
    • Received the Red Dot Communication Award in 2013, 2014, 2022 and 2023
    • Awarded in the best-selling brand and brand packaging design category by the Dong-a Ilbo and the Brand Design Association of Korea (2016)
    • Awarded in the eco-friendly category of the President's Awards by the Korea Association of Packaging Professional Engineers hosted by the Korea Institute of Industrial Technology and the Korea Packaging Center (2017)
    • Received the IDEA(International Design Excellence Awards) Award in 2023
    • Received the GD(Good Design) Award in 2023
    • Received the Presidential Citation for Korea Design Award in 2023
    • Received the Good Design Korea Award in 2023