Press Release

LG Household & Healthcare Co. Ltd. (CEO Suk Yong Cha) introduces DAVI, the premium cosmetic, based on the secret formula and philosophy of the Robert Mondavi Winery, the forth-generation wine maker, at the Lotte Department Store, Jamsil, in late March, 2013.

LG Household & Healthcare Co. Ltd. forged an alliance with the "DAVI Luxury Brand Group, Inc." to be provided with a wine formula exclusively by the winery and launch the DAVI brand. The brand will be expanded to 10 department stores within the year.

LG Household & Healthcare has secured the exclusive right over the brand in Asia to consolidate the position in the Asian market and advance into North America based on synergy with DAVI, in order to develop the brand as a global luxury brand.

DAVI is famous as a premium cosmetic, being offered at rooms of Peninsula Hotels, one of the top 10 prestigious hotels in the world. Since 2011, the products have been offered to the Korean Air's Prestige and First Class passengers, drawing attention from VIP customers in Korea.

Robert Mondavi (1913-2008) is a legend who made the first major winery in the U.S. He and his grandson, Carlo Mondavi, developed a wine cosmetic formula optimized for anti-aging and launched DAVI in 2004.

The Mondavi family began research to develop the cosmetic, suspecting that winery workers have young and healthy skin despite tough work under the strong sunlight of California because of grapes and wine.

They succeeded in developing Phyto-Meritage™ by working with best dermatological scientists based on traditional wine production methods to discover the key anti-aging component and mix it with 14 organic ingredients to launch DAVI.

LG Household & Healthcare Co. Ltd.'s research lab added LG's independent technology and know-how to the DAVI formula to create DAVI products optimized to Asian consumers with richer texture and functions. In addition, a luxurious and graceful container design was adopted to be fitted to the prestigious image.

The representative product, "Le Grand Cru Cream," is based on Resveratrol extracted from vine, Vitisin found in vine root, and Modena IGP, the result of natural fermentation of grapes. The ingredients improve skin elasticity and give a clear and clean skin.

"Anti-oxidant Essence" contains Phyto-Meritage™, the independent anti-aging material of DAVI for smooth and elastic skin, and Viniferol, the vine shoot extract, for moisturized skin.

DAVI's product lineup is composed of 25 products including three types of toners, one type of essence, three types of serums, four types of creams, five types of special care products, three types of cleansing products, sunblock, and three types of BB creams. Later, additional makeup products will be introduced as well.

Kim Byeong-ryeol, director of LG Household & Healthcare's promotion team, said "DAVI is our sixth brand for department stores, following Oui, Fu, belief and FROSTINE. DAVI will strengthen brand power of LG Household & Healthcare to help it consolidate the position in the premium cosmetic market and advance to the overseas market."

▣Reference - [Robert Mondavi winery]

Robert Mondavi (1913~2008) built a winery in Napa Valley, California in 1965 at the age of 52 with the dream and dedication to make the first major winery in the U.S.

Napa Valley’s hot days and cool nights are ideal climate conditions for the reliable production of wine with rich taste and acidity. The cold southern region produces "Pinot Noir" and "Chardonnay", and the northern part provides "Cabernet Sauvignon", according to the characteristics of the soil. In addition, harvesting is determined according to sugar content and color of grapes. With scientific research and analysis based on these factors, Robert Mondavi winery has placed itself as among the world’s premium wineries.

Currently, the Robert Mondavi winery produces 2.4 million bottles of premium wine and more than 100,000 tourists visit the place every year, becoming one of the best tour destinations among more than 400 wineries in Napa Valley.

▣Volume and price expectation

- DAVI Le Grand Cru Cream product lineup: cream 60ml, around KRW 155,000/ eye cream 25ml, around KRW 125,000 / repair serum 30ml, around KRW 155,000

- DAVI lineup: toner for dry skin 200ml, around KRW 40,000 / moisturizing toner 200ml, around KRW 40,000 /whitening toner 200ml, around KRW 42,000 / lifting emulsion 120ml, around KRW 50,000 / essence 100ml, around KRW 86,000 / wrinkle firming serum 45ml, around KRW 95,000 / moisturizing serum 45ml, around KRW 70,000 / whitening serum 45ml, around KRW 85,000 / wrinkle lifting cream 60ml, around KRW 95,000 /moisturizing gel cream 60ml, around KRW 65,000 / moisturizing cream 60ml, around KRW 65,000 / eye cream 25ml, around KRW 75,000 / spot whitening cream 30ml, around KRW 80,000 / overnight mask 100ml, around KRW 45,000 / massage treatment 105ml, around KRW 60,000 / sun gel cream 50ml, around KRW 42,000 / sun block 45ml, around KRW 42,000 / BB cream 45ml, around KRW 45,000 / gel oil cleanser 200ml, around KRW 42,000 / cream cleanser 200ml, around KRW 35,000 / dead skin cell removing cleanser 100ml, around KRW 35,000