PRIVACY POLICY

LG Household & Health Care Ltd. (hereinafter “the Company”) greatly values protection of personal information (“PI”) of Member or User (hereinafter collectively “User”) who uses the Company-provided service (hereinafter “service”), and complies with “Personal Information Protection Act”, “Act on the Promotion of Information and Communication Network Utilization and Information Protection”, “Personal Information Protection Guideline (Korea Communications Commission)”, and “Act on the Consumer Protection in Electronic Commerce, etc.” (“E-Commerce Act”.) In this Privacy Policy, the Company informs for what purposes and using what methods the User-provided PI is used and what measures are being taken to protect PI.

1. Purpose of collecting and using PI

The Company collects and uses User’s PI for purposes of verifying User’s identity, processing payments, shipping products, and providing optimum service befitting User’s taste with statistical analysis-based marketing data. Specific purposes of collection and use according to collected PI items are as follows

(1) L-care Members

Category PI items collected Purpose of collection
Required items Name, ID, password, gender, date of birth (DOB) Identity verification for use of service, points (mileage) saving and use, etc.
SNS ID Identity verification for use of service, login information linking
Email address, mobile phone number, whether consent to receiving information Identity verification for use of service, and smooth communication channel for notification, complaint handling, etc.
Service usage record, access log, cookie, access IP information, payment record, international mobile equipment identity (“IMEI”), device OS, device OS version, information on whether to receive push message Automatically collected information, customer-tailored recommendation service (shopping basket, wish list, recently viewed products/services), mobile notification service, customer statistics, customer analysis
Optional items Encrypted connection information (CI), duplication Information (DI) Identity verification to provide customer benefits, prevent Member’s unauthorized use, and provide OK Cashbag service
Email address, mobile phone number, whether consent to receiving information Provide information on new service, product or event, using DM, SMS, email, TM, etc., and send gift and discount coupon
Landline phone number, anniversaries, skin type, skin tone Data to provide personalized service

(2) Customer-tailored premium counseling service

Category PI items collected Purpose of collection
Required items Name, gender, date of birth, mobile phone number Identity verification for use of service, skin R&D
Survey response, picture (photo image) Provide skin analysis and customer-tailored counseling/solution, skin R&D
Skin information (skin type, moisture, pigmentation, wrinkle, elasticity, pore, sebum, skin tone, cleansing condition, UV exposure, etc.), skin analysis result (younger-looking angle) Provide skin analysis and customer-tailored counseling/solution, skin R&D, check analysis result through mobile applications
Optional items Area of residence Provide skin analysis and customer-tailored counseling/solution, skin R&D

(3) Genstory app service

Category PI items collected Purpose of collection
Required items Name, mobile phone number, date of birth, gender Identity verification for use of service, skin R&D
Skin information, skin analysis result, skin type, skin trouble Skin analysis and customer-tailored counseling/solution provide, skin R&D
Skin information (skin type, moisture, pigmentation, wrinkle, elasticity, pore, sebum, skin tone, cleansing condition, UV exposure, etc.), skin analysis result (younger-looking angle) Skin analysis and customer-tailored counseling/solution provide, skin R&D
Optional items Life habits Skin analysis and customer-tailored counseling/solution provide, skin R&D

(4) MiGenstory service

Category PI items collected Purpose of collection
Required items Name, date of birth, gender, contact information (email, mobile phone number) Identity verification
Survey response, picture (photo image), skin information (skin type, moisture, pigmentation, wrinkle, elasticity, pore, sebum, skin tone, cleansing condition, UV exposure, dead skin cell analysis information, dead skin cell turnover information) Provide skin analysis and customer-tailored counseling/solution, skin R&D, check analysis result through mobile applications
Perceived age and skin trouble by face area, hair and mouth-related information, skin analysis result (younger-looking angle), body information (height, weight), life habits (survey responses such as exercise frequency, eating habit, sleeping hours, drinking/smoking or not) Skin R&D using expressive data collection, analysis and marketing activities to provide personalized cosmetics information
Optional items Name, date of birth, gender, contact information (email address, mobile phone number), address Provide information on personalized cosmetics marketing, send phone call, text message, and email for PR, membership invitation, promotion, and event information regarding the Company and third party services (other than MiGenstory service) and product combined thereto
Area of residence, nationality Provide skin analysis and customer-tailored counseling/solution, skin R&D
Health information (fatigue, joint, climacterium, obesity, whether on menopause, past medical history, etc.), skin disease and treatment history, sensitivity Analyze collected data and display analysis result through mobile applications, conduct analysis and marketing activities to provide customer-tailored counseling/solution

(5) Babience web service

Category PI items collected Purpose of collection
Required items Baby name, baby skin type, baby skin trouble, mobile phone number Identity verification, perform service contract and provide information, product shipping, secure communication channel for notification
Optional items Baby name, baby skin type, baby skin trouble, mobile phone number Develop and specialize new service (product), send advertising information (event, etc.), provide service and post advertisements according to demographic characteristics, statistics according to access frequency, etc.

(6) Door-to-door sales service

Category PI items collected Purpose of collection
Required items Name, date of birth, mobile phone number, whether consent to receiving information - Identity verification necessary to use membership service (including mileage saving)
- Provide personalized service (anniversary coupon, etc.) and information on new product launch and event
- Communication channel for notification, complaint handling, consumer dispute resolution, etc.
Optional items Name, date of birth, mobile phone number, whether consent to receiving information, landline phone number, address, email address - Provide personalized service (anniversary coupon, etc.) and information on new product launch and event
※ Information items collected in the identity verification method chosen by customer are as follows, and the following will not be collected if identity is not verified:
Connection information (CI), duplication Information (DI), citizen or alien (foreigner)
- If identity verification information is not collected, use of mileage may be restricted in order to prevent integration of customer mileage, illegal/unauthorized use of mileage

(7) Social experience group

Category PI items collected Purpose of collection
Required items Name, mobile phone number, address (limited to customers winning gifts) - Identity verification for use of service, and smooth communication channel for notification, complaint handling, etc.
- Identity verification and product shipping

(8) Customer purchasing at shopping mall

Category PI items collected Purpose of collection
Required items (Ordering party) Name, phone number, mobile phone number(Recipient) Name, phone number, mobile phone number, shipping address, precautions - Product shipping and return
- Receive shipping precautions
- Purchase records analysis and statistics
- Access details of order and transaction
Optional items Credit card information, bank account information, simplified payment information, OK Cashbag card information
* Payment information is process through payment agency service provider and is not stored in the Company’s system
- Purchase payment and refund
- Save and use seller and partner company points
- Store purchase record under E-Commerce Act

(9) L-Sumer monitors

Category PI items collected Purpose of collection
Required items Name, date of birth, mobile phone number - Provide monitoring activity information and event benefit
- Identity verification
- Notification
Service usage record, access log, cookie, access IP information Find out access frequency and use service statistics
Optional items Photo, email, landline phone number, academic background, corporate career, monitoring and product experience group activities, personal blog URL, number of discussion meeting attendances (limited to household items monitors and fragrance evaluators), skin type and color (limited to cosmetics monitors and TheFaceShop monitors), number and age of children (limited to household items monitors and fragrance evaluators), smoker or not (limited to fragrance evaluators), experience of overseas travel and living (limited to fragrance evaluators), childbirth due date and pregnancy weeks (limited to Babience Supporters), address - Reflect in the screening to select monitors
- Provide personalized product and establish monitoring activity plan

(10) “My Makeup Today” app service

Category PI items collected Purpose of collection
Required items Photo information - Provide service by analyzing photo image
Methods of collection: Homepage, store, apps (LG Household & Health Care, TheFaceShop, partner companies)
Information which can be automatically collected during use of Internet and mobile service: Service usage record, access log, cookie, access IP information, payment record, IMEI, device OS, device OS version, information on whether to receive push message
By setting options in the web browser, User can choose to entirely accept, partially accept, or entirely refuse cookies.
  1. ① How to set whether to accept cookie installation (Users of INTERNET EXPLORER 11.0): Click [Tools] on the Internet screen’s taskbar, choose [Internet options], choose [PI tab], and then set whether to accept cookies in [Advanced PI settings]
  2. ② How to view received cookies (Users of INTERNET EXPLORER 11.0): Click [Tools] on the Internet screen taskbar, choose [Internet options], choose search record [Settings] in general tab (basic tab), and then choose [View files]..
User may refuse to give consent to collection/use of PI. In that case, however, there may be restriction in the provision of service and benefits. Also, if User refuses to give consent to collection/use of required information at the time of becoming Member, there are restrictions in the provision of service.

2. Period of storing and using PI

When its purpose of collecting or collecting or receiving User’s PI is achieved, the Company shall promptly destroy the PI.


Records of indications/advertisements: 6 months (E-Commerce Act)
Records of contract or offer withdrawal: 5 years (E-Commerce Act)
Records of payment of price and supply of products, etc.: 5 years (E-Commerce Act)>
Records of handling customer complaints or disputes: 3 years (E-Commerce Act)
Ledgers or written evidences of transactions: 5 years (Framework Act on National Taxes, Corporate Tax Act)


Procedure of destroying PI
Information entered by Member for membership enrollment, etc., when the purpose is achieved, shall be destroyed after being stored for certain periods pursuant to the Company’s internal policies and applicable laws (Refer to “Period of storing and using PI”).
Such PI shall not be used for purposes other than storage, unless prescribed by the law.
Method of destroying PI
The Company destroys printed-out PI by use of shredder or incineration, and deletes PI stored in the form of electronic file by use of technical methods preventing the record from being reproduced.
PI validity period adopted
  1. ① The Company immediately destroys PI of User who has not used information & communications service for 1 year (long-term inactive User) after relevant periods under applicable laws, and he/she will lose membership.
  2. ② The inactive period shall be calculated based on the final login date and the past history of purchase, gift receiving, or consultation.
  3. ③ 1 month before the time of separating/storing inactive User’s PI, the Company notifies relevant Users through emails, etc.
However, as for general User, not one using IC (information & communications) service, unless the law requires storage thereof, the Company destroys PI of User inactive for 2 years or more in a method in which PI cannot be recovered, and he/she will lose membership.

3. Providing PI to (sharing PI with) third parties

Unless consented by User or prescribed by applicable laws, in no circumstance may the Company use User’s PI or provide the same to a third party (share the same with a third party), in excess of the extent notified in “Purpose of collecting and using PI.”

When providing or sharing User’s PI, the Company will individually notify User in advance in email or writing concerning who are the recipients of PI, what are their main businesses, what are the PI items provided or shared, what are the purposes of providing or sharing PI, etc. Also, even when User has consented to provision of PI, he/she may withdraw consent at any time.

To provide Member with higher-quality service, the Company provides Member’s PI to third parties as follows.

Other than that, the Company does not provide Member’s PI to a third party in principle, unless required by the law, or requested by a crime investigation agency for crime investigation purposes according to the procedure and method prescribed by the law.

Partner companies sharing PI PI items Purpose of use Period of storing and using PI
TheFaceShop Name, date of birth, gender, ID, password, encrypted connection information (CI), duplication Information (DI), address, mobile phone number, email address, whether consent to receiving emails, whether consent to receiving information, landline phone number, anniversaries, point (mileage) transaction information, membership number Provide integrated membership service, conduct integrated membership service-related activities, check the points earned and purchases made, secure communication channel for notification, complaint handling, and customer dispute resolution Until membership withdrawal, but if applicable law requires storage, for the period prescribed therein
Encrypted connection information (CI), duplication Information (DI) Identity verification to provide OK Cashbag service
Name, date of birth, gender, ID, password, encrypted connection information (CI), duplication Information (DI), address, mobile phone number, email address, whether consent to receiving emails, whether consent to receiving information, landline phone number, anniversaries, point (mileage) transaction information, membership number Event participation, PR and solicitation for new products or services, provide information on promotions, sales pitch calls, marketing activities (email, DM, SMS, TM, etc.)
The Company-operated mall, sales partner companies (limited to purchasers from mall’s shop-in-shop
(View details)
Name, ID, phone number, address Shipping information provision and product shipping service Period of service provision, but if applicable law requires it, for the period prescribed therein. If prior consent is obtained, for the relevant PI storage period.
Macrogen, MiGenstory service (limited to consenting individuals) Survey response, picture (photo image), skin information (skin type, moisture, pigmentation, wrinkle, elasticity, pore, sebum, skin tone, cleansing condition, UV exposure, perceived age and skin trouble by face area, skin analysis result (younger-looking angle), dead skin cell analysis information), hair and mouth-related information, area of residence, body information (height, weight), life habits (survey responses such as exercise frequency, eating habit, sleeping hours, drinking/smoking or not), nationality Identify skin, hair, and mouth-related genes, through studies on correlation with genes From the date of sharing until consent is withdrawn or the purpose is achieved. After such withdrawal or achievement, can only use and store PI as necessary to resolve dispute related to the stated purpose of use, handle complaints, and perform duties under the law
Health information (fatigue, joints, climacterium, obesity, whether on menopause, past medical history, etc.), skin disease and treatment history, sensitivity Identify skin and health information-related genes through studies on correlation with genes
CNP Cosmetics (limited to consenting individuals) Name, date of birth, gender, mobile phone number Reservation and its confirmation, identity verification, skin R&D, customer satisfaction survey, secure smooth communication channel for notification, complaint handling, etc. Until membership withdrawal, but if applicable law requires storage of PI, then use and storage allowed for the period prescribed therein
Survey response, picture (photo image), skin information (skin type, moisture, pigmentation, wrinkle, elasticity, pore, sebum, skin tone, cleansing condition, UV exposure, etc.), skin analysis result (younger-looking angle) Provide skin analysis and customer-tailored counseling/solution, skin R&D
SK Planet OK Cashbag card number Identity verification for OK Cashbag point saving and use Until the end of OK Cashbag point saving and use

For smoother provision of service, the Company collects optional PI items. Optional PI items, information items used in provision of service, are not collected if User does not want to provide the same, but such non-consenting User may face restrictions in using services related to optional items although he/she can become Member.

4. PI processing contractors

For smoother operations such as providing better service, providing customer convenience, marketing, etc., the Company may appoint specialized contractors to process PI, as follows. Through “customer information protection pledges,” the Company provides for compliance with PI protection laws, confidentiality of PI, prohibition on providing PI to third parties, term (period) of contract with contractors, obligation to return or destroy PI after completion of processing, etc., and sees to it that the foregoing are followed.


PI processing contractors Duties of contractor and purpose of use Period of storing and using PI
NICE Information Service,
Korea Mobile Certification
Real name and identity verification Until membership withdrawal or end of the agreement with contractor, but may use and store PI for the period prescribed in applicable laws
Nuri-One Ad, Hanjin Transportation, CJ Logistics, Korea Post, Hanjin Quick Service, Korea Quick Service, Seun Logis, Youil Cosmetic Online shopping mall shipping, and other product shipping
Megazone, IJB System, Innobirds Media, Edgerank, Insight Planet, Nine Fruits Media, Minivertising, digitalDigm, LG CNS, creativemas, INMD, HS Ad, Chungoomanna Logistics, Pentabreed, Brandipity, mother brain, PR One, Acoustic A Online marketing (SNS), event holding and gift/coupon sending, DM sending
Customer Insight, TNS RI, kantar Worldpanel, Nielsen Korea, Korea Productivity Center Customer satisfaction survey and consulting on product improvement, interested party survey for publishing sustainable management report
TheFaceShop,
the Company’s and its subsidiaries’(directly-run/franchise) stores (View details)
Product sales and shipping, mileage saving and use, membership service, event and promotion execution/information, secure communication channel for consumer dispute resolution, etc.
Door-to-door sales agencies(View details - link to OC site agencies-listing screen),
Door-to-door sales counselors
Product sales and shipping, mileage saving and use, membership service, event and promotion execution/information, secure communication channel for consumer dispute resolution, etc.
Sales promotion contractors (Syscare, weinc., P&P, pro-m, Hana Plus, K-Tec Manpower, OK Manpower, Human Prime, etc.) Product sales and shipping, Member recruitment and Member information management, point check, saving and use, event and promotion execution/information, secure communication channel for consumer dispute resolution, etc.
LG CNS, LG U+, BiziSolution Event and promotion information (SMS, volume mail sending)
KIS Information & Communication, KS NET, LG U+, KakaoPay Payment agency service
LG CNS, Astems, Mobile Factory, efusioni, GS Neotek, Saerom Information System, Neo Systems, FIT, claster, Nuriinfos, Nogdoo.com, Infogen, Vogo Information & Communications, Tripath, Mintech, PIE Co., Ltd., Redsoft, Nexlink, Sibizi, KNI, Biztech Partners System maintenance and DB management
Hansung MS, K-Tec Manpower, Manpower Korea, ucess partners, CJ Logistics Customer consultation
Filmus Content creation and management
Macrogen Gene analysis and discovery
KB Insurance Damage assessment for objective claim compensation
GS Neotek, Luna Soft, Kakao Send Kakao Alim Talk (information message) and provide KakaoTalk-based consultation service

5. Information owner’s (Information subject’s) rights and obligations, and how to exercise them

User may at any time access his/her registered PI, request the list of PI items provided to third parties, and if his/her registered PI has errors, may correct the same. To request the access, list, or correction mentioned above, User shall click “Change Member information,” undergo identity verification procedure, and then directly access or correct the same. Or, if User contacts the PI protection officer in writing, phone or email, the Company will promptly allow access, provide list, and take correction measures.

When User requests correction of PI errors, the Company will not use or provide the PI until correction is completed. Also, when having already provided erroneous PI to a third party, the Company will promptly notify the correction to the third party so that the latter will make correction.

As for PI terminated or deleted at Member’s request, the Company processes the same pursuant to “Period of storing and using PI,” and sees to it that PI will not be accessed or used for other purposes.

6. PI protection for children under 14

To prevent collection of PI from children under 14 years old, the Company takes technical measures so that children under 14 cannot become Members and use service.

7. How to withdraw consent (withdraw membership)

User may at any time withdraw his/her consent to collection, use and provision (sharing) of PI. To withdraw consent, User shall log in to the Company’s site, and leave a message for membership withdrawal at “Customer Center > 1:1 Customer Consultation” under “Manage PI”. Also, if User contacts the PI complaint-handling personnel in writing, phone, e-mail, etc., the Company will promptly take necessary measures such as deleting PI

When having taken measures regarding consent withdrawal (membership withdrawal) or PI destruction, the Company shall promptly notify User, and also take measures so that withdrawing consent to collection of PI (membership withdrawal) can be easier than in the original collection of PI.

8. Collecting PI with cookies, and refusal thereof

The Company operates 'cookies' which save and retrieve User information. Cookies, tiny text files which the server uses to run the Company’s website sends to User’s web browser, are saved in the hard disk of User’s computer. If User accesses the Company’s website, the Company’s computer reads the content of cookies residing in User’s web browser, finds additional User information in User’s computer, and provides service without additional entry of ID, etc. for the access. Cookies identify User’s computer but does not individually identify User. Also, User has options for cookies. By setting options in the web browser, User may accept all cookies, or require notification whenever cookies are installed, or refuse all cookies.


9. Measures for PI security

In order to protect Customer’s PI, the Company has in place technical measures and administrative measures, and applies them.


(1) Technical measures

In processing Customer’s PI, the Company takes the following technical measures in order to secure safety so that PI will not be lost, stolen, leaked, altered or damaged.



(2) Administrative measures

The Company restricts the number of personnel with authority to access Customer’s PI, to a minimum as shown below.


Those conducting marketing directly toward Users Those conducting PI management (PI protection officer, PI protection manager, etc.) Others who must process PI in the conduct of work



(3) Sending advertising information

The Company does not send for-profit advertising information to Customer’s email address against his/her express refusal thereof, or send for-profit advertising information to Customer’s landline or mobile phone without his/her prior consent. To conduct customer-oriented marketing (e.g., provide information on new product or event), the Company sends fax, text messages, etc. after obtaining Customer’s prior consent to advertising information, and expressly state sender’s contact information in the messages sent.


10. PI protection officer

To protect User’s PI and handle PI-related complaints, the Company has appointed its PI protection officer. For any PI-related questions, Customer may contact the PI protection officer and relevant department below. The Company will speedily and diligently respond to User’s inquiries.


[PI protection officer]


[PI protection manager]


[Complaint handling department]


11. Linked sites

The Company may provide User with links to another company’s websites or materials, in which case it has no control over them. So, the Company cannot take responsibility for and warrant usefulness of the services or materials which Customer receives therefrom. Since privacy policies of the linked websites are unrelated to the Company, User who clicks the link and moves to the linked site must check the privacy policies.


12. PI infringement/how to respond and seek damage relief

Information owners may contact the following institutions on damage relief, consultation about PI infringement, etc. Information owners not satisfied with the Company’s PI complaint handling or damage relief or if in need of further assistance may contact the following institutions.


Homepage Phone
Cyber Security Bureau, National Police Agency http://cyberbureau.police.go.kr (No prefix) 182
Cyber Crime Investigation Unit, Supreme Prosecutors' Office http://www.spo.go.kr (No prefix) 1301
Personal Information Infringement Report Center (operated by Korea Internet & Security Agency) http://privacy.kisa.or.kr (No prefix) 118
Personal Information Dispute Mediation Committee (operated by Korea Internet & Security Agency) http://www.kopico.go.kr 1833-6972

Also, anyone whose right or interest is damaged by a public institution head’s disposition or omission regarding information owner’s request for access to, correction/deletion of, or suspension of PI may file an administrative appeal in accordance with the Administrative Appeals Act.
☞ Refer to phone numbers of the Central Administrative Appeals Commission at www.simpan.go.kr.


13. Obligation to notify revision of Privacy Policy

The Company will announce (notify in public) revision of the Privacy Policy through announcements in its website. This Privacy Policy will become effective on January 31, 2020.


o Version of the Privacy Policy: LGHH_200131_v1.0
o Effective date of the Privacy Policy: January 31, 2020
o Final revision date of the Privacy Policy: January 31, 2020



▶ past Privacy Policy (effective Sep 3, 2018 - Jan 30, 2020)
▶ past Privacy Policy (effective Jun 9, 2018 - Sep 2, 2018)
▶ past Privacy Policy (effective Dec 21, 2017 - Jun 8, 2018)
▶ past Privacy Policy (effective Jul 17, 2017 - Dec 20, 2017)
▶ past Privacy Policy (effective Jul 14, 2017 - Jul 16, 2017)
▶ past Privacy Policy (effective Feb 6, 2016 - Mar 27, 2017)
▶ past Privacy Policy (effective Dec 14, 2016 - Feb 5, 2017)
▶ past Privacy Policy (effective Nov 22, 2016 - Dec 13, 2016)
▶ past Privacy Policy (effective Oct 17, 2016 - Nov 21, 2016)
▶ past Privacy Policy (effective Sep 20, 2016 - Oct 16, 2016)
▶ past Privacy Policy (effective Jun 10, 2016 - Sep 19, 2016)
▶ past Privacy Policy (effective Apr 24, 2016 - Jun 9, 2016)
▶ past Privacy Policy (effective Mar 28, 2016 - Apr 24, 2016)
▶ past Privacy Policy (effective Jan 26, 2015 - Feb 24, 2016)
▶ past Privacy Policy (effective Dec 10, 2015 - Jan 25, 2016)
▶ past Privacy Policy (effective Aug 10, 2015 - Dec 9, 2015)
▶ past Privacy Policy (effective Apr 30, 2015 - Aug 9, 2015)
▶ past Privacy Policy (effective Aug 8, 2014 - Apr 29, 2015)
▶ past Privacy Policy (effective Oct 3, 2013 - Aug 7, 2014)
▶ past Privacy Policy (effective May 27, 2013 - Oct 3, 2013)
▶ past Privacy Policy (effective Apr 1, 2013 - May 26, 2013)
▶ past Privacy Policy (effective Feb 15, 2013 - Mar 30, 2013)
▶ past Privacy Policy (effective Dec 20, 2012 - Feb 14, 2013)
▶ past Privacy Policy (effective Aug 1, 2011 - Dec 20, 2012)
▶ past Privacy Policy (effective Jan 11, 2011 - Jul 31, 2012)
▶ past Privacy Policy (effective Apr 22, 2009 - Jan 10, 2011)