LG Household & Health Care Ltd.

BRAND IDENTITY & PHILOSOPHY

PRODUCTS PORTFOLIO

CHANNEL STRATEGY
CREATIVE CONTENTS
INFLUENCER RELATIONSHIPS
PRODUCT PLANNING

FRESHIAN BRAND INTRODUCTION LG Household & Health Care Ltd.

FRESHIAN BRAND PHILOSOPHY freshian is a sensuous high-performance vegan makeup brand from LG Household & Health Care Ltd.

Why can’t a makeup product be both hypoallergenic and high-performance?

Is there any makeup tool or brand that goes beyond the common stylish but not
high-performing cosmetics brands and allows customers to readily create the
makeup look they want?
freshian seeks to be the most ideal makeup tool that’s fresh and sensuous, and
at the same time, provides incomparable makeup performance.
With knowledge, differentiated technology and ingredients obtained through over
50 years of research on makeup, freshian offers the ideal skin look and colors

Performance Freshian Sensuality

FRESHIAN BRAND INTRODUCTION 03

FRESHIAN BRAND PHILOSOPHY freshian is a brand dedicated to offering sensuous experience and inspiration through cosmetics.

freshian is a vegan makeup brand offering a fresh, sensuous experience and inspiration to
everyone who seeks a fresh moment in the routine of their everyday life through its own of
the trends and inspiring colors because freshian loves beauty that’s not defined and
continues its search for the most contemporary idea of beauty.

For fresh inspiration, we present

+ + +
A sensuous package Artist collaborations A texture that’s
design irresistible to touch

FRESHIAN BRAND INTRODUCTION 04

FRESHIAN BRAND PHILOSOPHY freshian for beauty that’s new and fresh.

Maybe we don’t know ourselves.

We are stressed from the daily routine of our life, or too busy following the latest fads,
and become neglectful of ourselves,
forgetting what we really like.

Then suddenly, we come across new things

or get a chance to savor what we like;
that’s the moment we find a sense of freshness and beauty
that we didn’t know before.

Like, ‘oh, that was who I am’

or ‘Never thought about this version of me.’

freshian is by your side, on your journey

to find such new and fresh moments
amid the dull routine of daily life.

With freshian, discover beauty

that’s new and fresh, something you didn’t know before.

FRESHIAN BRAND INTRODUCTION 05

FRESHIAN BRAND PHILOSOPHY Skincare makeup

All products of freshian have fig, five types of hyaluronic acid and madecassoside to combine
the benefits of both makeup and skincare. In other words, they are skincare makeup
products that can help soothe the skin and balance the oil-moisture levels in the skin when
you do your makeup.
With freshian, you can make your skin look beautiful easily and effectively.

For fresh skin, we present

+ + +
Fig Five types of hyaluronic acid Madecassoside
Hypoallergenic Moisturizing & hydration For sensitive skin
Soothing and anti- Collagen production Soothing
inflammatory Healthy and firm skin Balance for the skin’s oil and
Comfort Base moisture levels

FRESHIAN BRAND INTRODUCTION 06

FRESHIAN BRAND PHILOSOPHY At freshian, we pursue sustainable beauty as the new normal.

All products of freshian are vegan certified and designed

for the safety of both skin and environment.
Because everyone’s skin is different,
freshian offers fresh, safe and personalized solutions
for individuals.

freshian uses a bio-PET box made of materials from sugar cane and a puff made from
corn starch to minimize the impact on the environment.

Plant-based 100% Recyclable CO2 Reduced

*Properties of the bio-PET box only

FRESHIAN BRAND INTRODUCTION 07

FRESHIAN PRODUCTS PORTFOLIO

Sensual Vegan Lip Balm

Waterful Cica Sun Lotion (Vegan)
SPF50+ PA++
#Water-light sun cream with cica
Vegan lip balm offering unique
color (8 shades) and deep
hydration to enhance your natural
beauty

Egg-like Cushion Egg-like Tone-up Egg-like Foundation 01 02 03 04

SPF35 PA++ Calmness Affection Thrill Tenderness
SPF35 PA++ Cushion SPF33 PA++
(2SKUs / 35,000) (2SKUs / 42,000)
(1SKU / 35,000) 05 06 07 08

Dense one-layer cover Bright layering Joy Lust Passion Pride

Flawless, clear bright tone Waterful Tone-up Cream (Vegan)
adhering cover
SPF20 PA++
#Bright tone-up for a bright dewy
Vegan Serum Lip Tint
look Vegan lip tint with a soft sheer serum
texture that envelops the lips to create
a dewy and sensual petal-like look (7
shades).
Egg-like Glow Cushion Egg-like Cover Egg-like Vegan Pink Vita Ampoule Primer 01 02 03 04
SPF35 PA++ Cushion SPF50 PA++++ Glow Foundation Young Garden Preserved Earthy
(2SKUs / 35,000) #Ampoule primer to revitalize the
(2SKUs / 35,000) SPF35 PA++ (2SKUs / 42,000)
05 06 07
Thin yet deep moisture skin with Pink Vita before makeup
Noticeable flawless skin Moisturizing layering Rough Plastic Wild
layering adhering cover

Egg Like Cushion for smooth, glowing skin that’s as flawless High-performance base makeup Vegan lip makeup offering unique color and
as egg whites. for both skincare and makeup benefits. hydration to enhance your natural beauty.

FRESHIAN BRAND INTRODUCTION 08

FRESHIAN PRODUCTS PORTFOLIO Egg Like Cushion
for smooth, glowing skin
that’s as flawless as egg whites.
7 SKUs / KRW 35,000

Skin that looks as smooth as egg whites.

 Smooth glowing skin
 Ivory tone coverage
 Comfort-cover formula

61% vegan skin conditioning ingredients offering a

comfortable finish.
Conditioning ingredients add a healthy glow to the dry
skin.

Five types of hyaluronic acid offering a burst of

moisture.
Five types of hyaluronic acid for clear and smooth
dewy glowing skin.

True hydration from madecassoside.

Madecassoside offers mild soothing for red, irritated
skin.

FRESHIAN BRAND INTRODUCTION 09

FRESHIAN PRODUCTS PORTFOLIO Egg Like Cushion
for smooth, glowing skin
that’s as flawless as egg whites.
7 SKUs / KRW 35,000

Smooth, glowing skin that’s as flawless as egg whites.

The non-sticky light formula blends seamlessly into the
skin to make the skin look as smooth, glowing and
flawless as egg whites.

Egg objet with an artful look

Sensual color and simple egg shape make it more of a
unique artistic objet.

Hypoallergenic vegan formula

An eco-friendly formula free of animal ingredients under
the strict supervision of the Korea Agency of Vegan
Certification and Services.

Safe for sensitive skin

Madecassoside to help take care of the skin that’s irritated by
external factors.

FRESHIAN BRAND INTRODUCTION 10

FRESHIAN PRODUCTS PORTFOLIO Egg Like Foundation
Egg-smooth flawless, radiant skin.
2 SKUs / KRW 42,000

Thinly layering cover like real skin

Skin-friendly Skin-Smoothing Powder makes
skin look clear and clean through thin
adherence to skin.

24-hour * subtle radiant cover

24-hour skin radiance keeps cover looking bright
and clean without smudge

Moisturizing skin-caring formula

Contains balancing vitamin complex and 72%
moisture + vegan skin-conditioning substances

Clean, vegan formula

Provides safe use with a vegan formula that
passed skin irritation tests

*Clinical tests on the effect of 24-hour skin radiance

(Test agency: Ellead/ Test period: Sep. 22-23, 2022/ Subjects: 21 people)

FRESHIAN BRAND INTRODUCTION 13

FRESHIAN PRODUCTS PORTFOLIO Sensual Vegan Lip Balm 01 02 03 04
to reignite your sensuality.
7 SKUs / KRW 28,000 08
05 06 07

Unique colors to enhance your beauty.

7 stylish and flattering colors that give watercolor
payoff for a more natural beautiful look.

Texture similar to butter stick, but provides only

moisture without oiliness.
Butter stick type formula that melts gently at skin
temperature to keep the lips hydrated and
comfortable, but not easily squashed down.

*Contains shea butter + cocoa butter and vitamin E

Hypoallergenic vegan formula

The formula is cruelty free and free from animal
ingredients under the strict supervision of Eve Vegan,
French certification body for vegan products.

FRESHIAN BRAND INTRODUCTION 11

FRESHIAN PRODUCTS PORTFOLIO Vegan Serum Lip Tint 01 02 03 04
with a serum texture for hydration and
sheer watercolor.
05 06 07
7 SKUs / KRW 28,000

Vegan serum formula rich in lip conditioning

ingredients.
Hydrating serum formula with Flower Complex for
hydration and sheer look without the feeling of
heaviness.

7 sensual colors inspired by nature

Unique sheer colors inspired by the different shapes and
beauty of flowers to enhance the natural beauty of
individuals.
*Contains shea butter + cocoa butter and vitamin E

Clear gloss that adds an illusion of volume to the

lips.
A layering of clear gloss and color to add the desired
volume and hue for fuller natural looking lips.

FRESHIAN BRAND INTRODUCTION 12

FRESHIAN PRODUCTS PORTFOLIO Pink Vita Ampoule Primer,
the first step of your makeup routine
for a healthy look.
1 SKU / KRW 30,000

Ampoule Primer alone is enough.

Multi-functional drop-type watery ampoule for both
skincare and primer.

Pink Vita Complex for a bright look.

Pink Vita Complex for a healthy look.

Oil-moisture rebalancing for healthy skin.

Restores a healthy oil and moisture balance and
strengthens the weakened skin barrier.

Optimal vegan formula

An optimal vegan formula that fulfills its purpose with
end-benefits that create a healthy look before
makeup.

FRESHIAN BRAND INTRODUCTION 13

FRESHIAN PRODUCTS PORTFOLIO Waterful #Tone-up sun cream
Waterful #Cica sun cream
Moisturizing! Good moisturizing sun cream
2 SKUs / KRW 30,000

Waterful Cica Sun

Moisturizing sun primer

Hybrid base with 70% skincare ingredients and primer
feature.

Skin-friendly lotion formula

Watery sun lotion formula for clear, natural looking
skin.

Waterful Tone-up

For a clear and bright look.

Nudy Pink Base formulated with rosehip fruit and
calamine that for a clear and bright look without any
white cast.

Skin-friendly lotion formula

A gentle, watery formula with five types of hyaluronic
acid that takes care of the skin.

FRESHIAN BRAND INTRODUCTION 14

FRESHIAN CHANNEL STRATEGY: ONLINE Position as a premium brand through trendy vegan-friendly vertical
channels including 29CM and W Concept and beauty retail Olive Young.

Consumers engaged in values-based shopping. The most accessible beauty shopping channels. Emerging as a new channel among beauty consumers.

Consumers who know their preferences in One of the leading beauty shopping channels Various promotion events and easy-to-use
areas including fashion, beauty and home that’s accessible both online and offline payment options increase the number of
decoration, and gravitate toward the brand’s where fans of cosmetics and consumers can consumers using the Gift channel to buy things
story. check and buy products. for themselves and as gift to others.

Women in their 2030s with spending power. Wide MD from low-priced to high-end products. Incubator for new brands offering gift-worthy designs.

A wide range of brands from designer Interested in promoting indie and vegan Playing a role as an incubator for non-
collaboration brands to high-end brands brands, and offering a wide range of products traditional beauty brands offering beautiful
with a wide price range. from low-priced to premium and luxury. package and gift wrapping service including
NONFICTION and tamburins.

FRESHIAN BRAND INTRODUCTION 15

FRESHIAN CHANNEL STRATEGY: ONLINE Seeking to enter a department store that serves as an offline window for digitalizing brands to
draw more MZ (Millennials and Gen Z) consumers; design a store in a way that consumers can
directly see and experience the brand’s mood.

NONFICTION X Hyundai Department Store, tamburins X Shinsegae, Gangnam Branch (one V&A Beauty X Lotte Department Store, Main
Pangyo Branch (regular / flagship store) month / showroom) Branch (one month / showroom)
Opened in November 2022 Opened in August 2022 Opened in May 2022

Dear Dahlia at Lotte World Mall (regular / athe beauty X Hyundai Department Store, TIRTIR X Lotte Department Store, Seomyeon
flagship store) Pangyo Branch (regular / flagship store) Branch (regular / flagship store)
Opened in November 2019 Opened in November 2019 Opened in September 2019
FRESHIAN BRAND INTRODUCTION 16
FRESHIAN CREATIVE CONTENTS
ColdeX freshian Music Film
Collaborate with trendy R&B singer-songwriter Colde
to write a song with the theme of freshian and a
music film capturing its mood to help the brand
spontaneously go viral.
Add QR code to the package / brochure to create a
link with the products.
Direct consumers to the brand’s website and music
film when they scan the QR code on the packaging
box or brochure to strengthen the connection with
the products.
FRESHIAN BRAND INTRODUCTION
Design sensual and stylish content that can appeal to Gen MZ loyal to brands of their choice
to give them a chance to experience freshian and spontaneously spread word of the brand.
GWP using upcycled materials Collaborate with the hottest lifestyle brands
to create freshian’s unique admirable goods.
A pouch made of an eco-friendly tieback
material, different from a common pouch bag. Plan a series of desirable freshian goods in
collaboration with lifestyle brands (e.g., an #Egg
shaped key ring in collaboration with Museum
Archive).
Expand the use of recycled glass / plastics.
Position as an authentic conscious beauty brand with
the better use of recycled glass / plastics in lip tint
packaging and foundation packaging in addition to the
bio-PET box.
17
FRESHIAN INFLUENCER RELATIONSHIP
A fashion/beauty creator that many women
admire for her attractive look and unique
style.
An influencer known for high-quality content
through stylish editing; she has beautiful skin and
full lips and her look can bring out freshian’s
appeal.
775,000 subscribers on YouTube / 300,000
followers on Instagram
FRESHIAN BRAND INTRODUCTION
Continue collaboration with admired creators in areas other than
beauty, fashion and lifestyle.
A creator who has won a strong fandom
with her hip style and straightforward
personality.
An influencer to show freshian’s authentic
appeal through her makeup video, vlog and
fashion hauls.
150,000 subscribers on YouTube / 50,000
followers on Instagram
Also referred to as the king of sales, she is a
creator who can introduce mostly the substantial
RTB (reason to believe) products and help with
purchase conversion.
An influencer who introduce RTB targeting Gen MZ
relying heavily on influencers with her in-depth
beauty review content and lead them to make
purchases.
570,000 subscribers on YouTube / 90,000 followers
on Instagram
18
FRESHIAN PRODUCT PLANNING 2023 Expand into color makeup products and run IMC with the upgrade of the brand’s
main product, cushion foundation to strengthen the brand’s identity, heighten
awareness and drive sales.

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Egg-like Cushion Renewal Concealer Blush NEW Glow

Foundation & Powder Cushion
BASE

Mascara
Eyeliner
Eyebrow
Browcara
EYE

NEW Lipbalm
Lipstick Matte Tint
Color
LIPS

Hand Cream Cleansing

SKIN
In
CARE
Progress

FRESHIAN BRAND INTRODUCTION 19

Thank you.

FRESHIAN BRAND INTRODUCTION FIN