Press Release

▶ From June to July, free samples were given away at department stores every Wednesday, which was designated as ‘Su:m Day.’

▶ Plans exist to expand opportunities for customers to experience cosmetic products made from natural ingredients through unusual marketing in the high-end cosmetics sector.

▣ LG Household and Health Care (LG H&H)’s natural cosmetics brand su:m37 (www.su-m37.co.kr) designated every Wednesday as ‘Su:m Day’ for two months beginning May 26, presenting free samples to customers visiting su:m shops at department stores.

▣ Su:m37 is expected to grow into a powerful brand worth over KRW 100 billion, whose amazing growth has already been recognized in the department store high-end cosmetics market for its unique use and excellence in skin improvement since launching under the concept of Korea’s first natural cosmetics brand in October, 2007.

▣ Su:m’s marketing was a very unusual event for a high-end brand sold exclusively in department stores, in which customers who visited one of the 30 su:m shops across the country on Wednesdays throughout June and July were presented free samples (6ml) of Secret Programming Essence, a popular product called the ‘magic essence,’ with no purchase required.

▣ Byeong-yeol Kim, brand manager of the su:m team at LG H&H said, “Su:m is seeking more aggressive marketing to accompany the roll out of the domestic natural cosmetics market. We designated every Wednesday as ‘Su:m Sampling Day’ to expand the opportunities for customers to experience the effectiveness and excellence of su:m37.” ▣ Additionally, LG H&H broadcasted a special TV commercial for ‘Su:m Sample Day’ in June, with su:m’s spokes model, actress Hyo-ju Han, saying “Monday, Tuesday, Wednesday…On Wednesday, present su:m to your skin.”