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Sum 37 climbs up in sales, new products launched! December 8, 2010

Above : Spokesperson Han Hyo Joo of hit drama series ‘Dong Yi’

 

LG Household and Health Care’s naturally fermented brand Sum 37 isexpected to exceed 100 billion won by the end of this year.

 

 

Introduced in November 2007, Sum 37 opened 40 outlets and acheived 37 billion won in sales in 2008, climbbed up to 66billion won, and has achieved a high growth rate this year with the introduction of the Secret Programming Essence, and expected to exceed 100 billion won.

 

 

LG is planning to renew the current four lines, and increase it to 6 lines!

 

 

 

For the christmas season, Sum 37 has also introduced new products for their holiday collection

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Introducing the Sum 37 Oil Treatment ( 40 ml / 75,000 Korean Won). This oil treatment moisturizes the skin, gives nutrients while protecting it to prevent skin aging.  The oil will contain oil of fermented seeds, the oil being similar to the skin lipid barrier, prevents the evaporation of water and lipids in the skin and promotes the production of ceramide to counter the dry harsh winter.

 

 

An aromatherapy candle is included in the set.

Introducing also Sum 37’s upgraded line, Time Energy, consist of 4 products – toner, emulsion, serum, and cream. It ‘resets’ the skin by normalizing the skin turnover rhythm ( the same marketing concept that SK-II uses! ) that may be disturbed due to nutrition, external environment, stress, etc, to restore your skin’s original beauty.


 

 

The line consists of rosehip, thyme, rosemary, sage, lavender, grapes fermented together with six kinds of organic herbal plants (Fermented sugar cane, medicinal mushrooms , bamboo, gingko baloba, and fermented soy bean extracts).

 

The time energy line’s organic ingredients are inspected by the well known German  firm CS OKO-GARANTIE (the Number 1 – for worldwide certification of organic products according to different standards).

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Introducing : SU:M 37 December 2, 2010

Filed under: Introducing Brands,Sum 37 — Hope In A Blog @ 9:10 pm
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Hope In A Blog’s first brand introduction : Su:m 37.

Introduction

Su:m 37 was introduced in 2007 by the LG Household Corporation (Yes, the same LG that does mobile phones, television etc) as a high-end premium line.

It now boasts 8 lines to it’s name and has become a fast uprising brand in Korea.

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.

Sum37 products are free of fragrances, artificial colors, and synthetic preservatives.

Philosophy

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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.

▣ 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.

Concept/Marketing

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Known to many as the Korean equivalent to SK-II, SUm 37’s signature ingredient – extracts of 50 plant species developed through natural fermentation.

Their marketing/brand story is a very smart and interesting one :

▣ 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.

Packaging

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The product containers’ attractive combination of luxurious golden tones and glass is designed by a leading French design firm echoes the shape of nature through Oriental simplicity and the beauty of flowing curved lines.

Product Lines

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Centica

Ready to be shocked?

The most expensive line of Sum 37 is of course the Centenica 1909 Cream. For 50ml, it retails for about 1000 $USD ! Contains only the best fermented ingredients in the world such as the famous Château d’Yquem wine, the balsamic vinegar of Modena (Aceto Balsamico Tradizionale) which is fermented for a minimum of 12 years, Ashwagandha or known also as Indian Ginseng, FOXO3 a human protein which is nicknamed the ‘longevity’ protein, and lots more goodies.

Secret Programming Essence

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– Often compared to SKII’s famous essence, the secret programming essence is also the star product of SUM 37 and generated 70 billion korean won in sales after only 8 months and secured SUM 37’s position in the korean cosmetic market!  Every 3 minutes, 1 bottle is sold ! This essence is made out of 80 kind of plant extracts!

Wrinkle Treatment Line

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This is a rather new line which consists of the Face Lifting Treatment and the Wrinkle Corrector

Luxury Line

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1102 Extreme Time Line

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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.

372 Skin Translucent Line

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Time Energy Basic Line

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White Award Line

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Waterfull Line

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Special Care Line

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Consists of BB Cream, Sunblock, Overnight Pack, Masks , etc

For the full list head over to Sum 37 official website (not in English)

 

 

 

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Gmarket Haul Number 5 November 16, 2010

Hope In A Blog received their 5th Gmarket Haul and almost everything was from the LG Corporation! (Yes, LG like the handphone manufacturer, i bet most of you don’t know that they do produce very good cosmetics skincare too right?)  Smile


Don’t you love openings lots of boxes at one goal? Hehe..


I was sent the wrong item AGAIN. I don’t understand why sellers can’t check their items before sending it out! And GMartket isn’t useful here too. When there’s a wrong item, we need to send the item back via EMS and pay for it first. EMS will then refund the money via Gbalance. Who the hell wants MORE Gbalance? It’s useless for us international users and makes our shopping at Gmarket such a pain in the ass.


My wrong item sent : It was suppose to be the Anti-Trouble Serum but they sent the Herb Clay Pore Refining Mask (w hich i already have! ).


LG Corporation’s luxury brand called Sum 37. It is said to be the Korean equivalent of SK-II (using fermentation!)


All opened up. Boy, these babies are heavy and love the luxury packaging!


On top of that, we bought lots of samples from another LG Corporation luxury brand called The History Of Whoo ( who is on head on competition with Amore Pacific’s award winning brand Sulwhasoo ) . Even the samples have such luxurious packaging. We bought the full size Whoo Whitening BB Cream though Smile



Sulwhasoo is an amazing brand and we swear that once we finish using these samples, we will be buying the full size products. Support original products please! Smile


On a different note, the GMarket has been really pissing me off (and the customer service too… ). I was not able to leave multiple reviews for all of my shipments on Gmarket ( since the first shipment till the 5th.. ), and have lost about 80+ GStamps and 80,000+ mileage… I really hope GMarket does something about this.. before i launch a worldwide boycott ! Smile


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