Press Release

■ About 50 plant species developed through natural fermentation; targets department store channel

■ “su:m 37” is derived from the concept of the skin’s respiration (sum in Korean) and the temperature at which fermentation takes place, 37°C.

■ Miss Korea Honey Lee recruited as a spokesmodel; TV commercials to be aired as of early December.

▣ Believing in “fermentation cosmetics” as the next growth engine in the industry, LG H&H launched su:m 37, Korea’s first naturally fermented cosmetics brand.

▣ Full-scale department store marketing is to be initiated following its launch at the Daejeon Lotte Department Store in October, the Yeongdeungpo Lotte Department Store on November 30, and Busan Lotte Centum City in early December. LG H&H plans to enhance its brand position in high-end department stores by securing a presence in about 10 department stores by 2008.

▣ As is recognized, during fermentation microorganisms double active substances and break down molecular structure of substances to a size that is able to penetrate the skin more deeply and rapidly to boost the skin’s natural defenses. Fermentation attracts attention for its powerful ability to break down toxic substances.

▣ LG H&H believes that fermentation technology will be a new growth engine that can reinvigorate a Korean cosmetic market already saturated with Oriental medicine-based cosmetics.

▣ In particular, su:m 37 differs from artificially fermented* cosmetics already on the market in that it offers pure, naturally fermented products. About 50 plant species grown organically in Hokkaido, a pristine area of Japan, are naturally fermented at a temperature of 37°C for 1102 days, or “3 years + 7 days.” (*Artificial fermentation: A cosmetic is artificially fermented by adding a substance to induce fermentation.)

▣ Meaning “respiration” in Korean, “su:m” refers to the skin’s respiration, while “37” represents the optimal temperature for fermentation. Therefore, the brand name “su:m 37” captures the science behind naturally fermented cosmetics.

▣ su:m 37 is created using a fermentation technique studied for about eight decades by Japan’s Otaka Research Center, renowned for its research in fermentation. In the first step of this process, undiluted solutions of some 50 clean and pure plants are extracted and stored in a Japanese cedar keg in the Research Center for seven days.

▣ The extracted solution is moved to a storage area with a constant temperature of 37°C. It is left to breathe in tune with the melody of a music box while it is fermented dozens of times over three years. The process also produces new substances Zyen and Zyen-γ, which are highly effective at improving the skin.

▣ Zyen and Zyen-γ, naturally fermented substances, contain various amino acids, natural organic acids and antioxidants. They do not irritate the skin and stimulate the skin’s metabolism. They help the skin appear healthy and smooth.

▣ The su:m 37 line consists of 23 products in total, including the 1102 line for skin rejuvenation (7 products), the 372 line for clear and translucent skin (5 products), the pack line (3 products), the cleansing line (4 products), and the body line (4 products).

▣ The 1102 line, which contains Zyen-γ produced over 1102 days of fermentation, is a basic skincare line that effectively lifts skin loosened due to aging. Enriched with polysaccharides, a third sugar, it adds density and vitality to skin.

▣ Free of artificial fragrances, dyes and synthetic preservatives, su:m 37 delivers only the valuable effects of natural fermentation. The product containers’ attractive combination of luxurious golden tones and glass designed by a leading French design firm echoes the shape of nature through Oriental simplicity and the beauty of flowing curved lines.

▣ Byeong-yeol Kim, ABM in charge of su:m 37, said, “we plan to focus on marketing to capture the Korean fermented cosmetic market through su:m 37. We recently recruited Honey Lee as the spokesmodel for su:m 37, and TV commercials will be aired in early December.”

▣ Su:m 37 product lineup

- 1102 (skin regeneration line)

  Skin softener (130 ml / 55,000 won) / Essence (40 ml / 110,000 won) / Lotion (110 ml / 60,000 won) / Eye cream (20 ml / 90,000 won) / Cream (40 ml / 100,000 won) / Formula (40 ml / 110,000 won)

- 372 (translucent skin line)

 Skin softener (130 ml / 35,000 won) / Essence (40 ml / 50,000 won) / Lotion (110 ml / 38,000 won) / Eye cream (20 ml / 48,000 won) / Cream (40 ml / 50,000 won)

- Special 1102 Treatment essence (50 ml / 180,000 won)

- Three types of packs (125 ml / 35,000 won)

- Four cleansing products (25,000–45,000 won)

- Four body care products (22,000–33,000 won)