LG H&H targets US beauty market with new Pra.L device
LG Household & Health Care said Tuesday that it has launched its LG Pra.L Superform Galvanic Booster, a premium home beauty device, in the United States through Amazon and TikTok shops.
The launch marks the company’s first major move with the Pra.L brand since acquiring it from LG Electronics.
The Superform Galvanic Booster is designed for portability, measuring just 9.5 centimeters in length and weighing 47 grams. Its key feature is galvanic technology, which uses a gentle electric current to enhance the absorption of cosmetic ingredients into the skin by up to 182 percent.
The company is targeting Millennials and Generation Z consumers who favor compact, aesthetically designed gadgets, as well as office workers and homemakers seeking quick daily skincare solutions.
“Although it is reasonably priced at $79 compared to similar products, US customer satisfaction has been high, as users can enjoy skincare performance comparable to high-end devices,” an LG H&H official said. “We aim to lead the trend in the US beauty market with LG’s unique technology.”
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