THE WHAT? LG Household & Healthcare is hoping to boost its presence on the Japanese market with derma cosmetics brand, CNP. The K-beauty giant will create products specifically for the country’s skin care afficionados as well as up influencer activity.

THE DETAILS For cherry blossom season, the brand will debut a discounted range created in collaboration with Akari Yoshida on shopping platform Qoo10, according to a report published by Pulse.

THE WHY? With sales in China subdued since the pandemic hit, K-beauty brands are looking to diversify, building their presence in other international markets in order to boost sales.