Press Release

■ Enhancing the suppleness and elasticity of skin by adding the finest herbal essences from chimhyang to an 800-year secret formula from the royal court, gongjinbidan.

■ Four-year renewal is expected to better Whoo’s refined image and efficacy.

▣ The History of Whoo, LG H&H’s royal court brand based on herbal medicine, is upgraded after four years.

▣ Since its launch in 2003, The History of Whoo has steadily gained popularity as a prestigious premium brand channeled exclusively through department stores and has grown into a major offering garnering KRW 200 billion in total sales. This best-selling brand has played a crucial role in spearheading growth in department stores.

▣ In particular, The History of Whoo’s reshaped Gongjinhyang line has been enhanced with chimhyang, a highly effective medicinal and aromatic herb reserved exclusively for the royal court, thereby improving the efficacy of the core court gongjinbidan formulas.

▣ Furthermore, Goingjinhyang renewal line products are enriched by a natural herbal medicinal formula for accelerating skin absorption based on a new technology designated as a national project by the Ministry of Health & Welfare. This new line features maximized efficacy and reduces skin irritation and increases safety by effectively promoting the absorption of gongjinbidan ingredients into the skin.

▣ The core formula of The History of Whoo is the medicinal herbal formula gonginbidan. LG H&H has introduced the unique secret recipes of the royal court into cosmetics after discovering the hidden formulas used in medicine by the women of the ancient aristocracy.

▣ Gongjinbidan contains equal amounts of six herbal ingredients that are believed to have maintained the beauty of the royal court, including angelica gigas nakai (effective for keeping smooth skin), deer antler (for healing injuries and skin disorders), cornus officinalis (an anti-oxidant), wild thyme (for its antibacterial effect), acanthopanax root bark (for relief of skin troubles), and asparagus cochinchinensis (for restoration of skin texture).

▣ These core ingredients of the secret formulas are anti-inflammatory and create smooth and radiant skin. Gongjinbidan is ideal for creating healthy-looking skin.

▣ Most notable is the addition of chimhyang, a high-quality medicinal and aromatic ingredient used exclusively at the royal court. It has long been called the tree of gods or fragrance of the heaven. Chimhyang enhances the efficacy of gongjinbidan by increasing skin’s immunities and activating its metabolism, thus bringing resilience and vitality to facial contours.

▣ The History of Whoo’s Gongjinhyang Qi & Jin Cream is formulated using a herb-based medicinal secret formula from the royal court that thoroughly saturates from deep within your skin, improving resilience and the contours of the face. Gongjinbidan has been scientifically revived as a cutting-edge technology-based formula to provide this secret beauty formula to the skin.

▣ The basic skin care program consists of five products, including toner, lotion, and essence. They are now presented in an even more refined and aesthetic container, but remain in the same price range as four years ago.