■ A cream containing some sixty Oriental medicinal ingredients, including the rare snow lotus.

■ Regulates the skin’s metabolism and rejuvenates skin to make it bright and radiant.

▣ LG H&H will launch WHOO Hwanyugo (60 ml, 680,000 won), the finest quality premium cream in the WHOO line, which is a royal court cosmetic brand sold through department store channels.

▣ WHOO Hwanyugo Cream is a product created through a three-year joint study of Oriental medicinal materials and blending technologies conducted by researchers at the LG Life Science Research Center, professors of Oriental medicine and a group of Oriental medicine practitioners.

▣ Given that this is the highest-priced product introduced by LG H&H, only about 10,000 products will be sold annually targeting a limited number of VIP customers, including famous figures desiring the finest quality premium cosmetics.

▣ WHOO Hwanyugo Cream means “return to the skin of youth,” A blend of over 60 kinds of Oriental medicinal ingredients, including snow lotus, which blossoms only every seven years, 35-year-old wild ginseng harvested in the deep valleys of Gangwon Province, Siberian young antlers and dongchunghacho, regulates the skin’s metabolism and maintains its balance.

▣ Snow lotus, a rare plant, is considered a very valuable Oriental medicinal plant because it is found only in the Xinjiang Uighur region of Tibet and in the Himalayas and can be gathered only in July and August when the flowers have bloomed. It is blended with 60 different Oriental medicinal ingredients and featured as a key ingredient in the premium cream that restores health and youth to one’s skin.

▣ Only 35-year-old wild ginseng – known as an herb of eternal youth for Emperor Shi Huang of Qin of China - collected in the wild valleys of Gangwon Province will be used to enhance the skin’s defensive mechanism and improve a wilting appearance. Wild ginseng also repairs dry skin that lacks vitality and nourishes aged skin.

▣ Various Oriental medicinal ingredients such as dongchunghacho, reishi mushroom, pine mushroom and fleece flower root work together to improve the skin’s metabolism and create more radiant and firm-looking skin.

▣ The design of the vessel for WHOO Hwanyugo Cream was inspired by a traditional Korean earthenware jar. Metalwork has been used to engrave a Chinese phoenix in its lid. The image of a Chinese phoenix soaring high with its wings fully extended, clutching a cintamani (a magical jewel) under its chin was borrowed from an ancient gilt bronze incense burner from the Baekjae Dynasty, national treasure no. 287, to symbolize the gracefulness and prestige of the premium cream.

▣ Jin-seok Kim, manager of the WHOO BM team at LG H&H, said, “Based on professional and scientific efficacy, it embodies the value of the finest quality premium cosmetic in Korea. Through first-rate marketing and product quality targeting a limited number of specific customers, the brand’s value will be enhanced by its scarcity.”

▣ Meanwhile, to celebrate the launch of WHOO Hwanyugo Cream, 500 customers who purchase the product will be presented with a luxurious antique-style dressing table.

▣ LG H&H’s royal court brand WHOO, launched in 2003, is based on the Oriental medicine of the royal court. Since its launch, it has steadily gained popularity as a prestigious premium brand channeled through department stores and direct sales. Last year, Hyun-jeong Koh, an actress, was appointed as its spokesmodel.