LG launches air care brand PuriCare
Tech giant aims to notch up 1 million unit sales in air purifiers and humidifiers
Published : Oct 28, 2015 - 18:41
Updated : Oct 28, 2015 - 18:41
LG Electronics on Wednesday launched new air care brand “PuriCare” in a renewed push to expand its air purifier and humidifier product lineup globally.

The company added that it aimed to see 1 million unit sales in the $6 billion market within the next three years. 

(From left) LG Electronics home appliance division chief Cho Seong-jin, the company’s commercial model, Olympic rhythmic gymnast Son Yeon-jae and domestic sales chief Choi Sang-kyu pose at a launch event in Seoul on Wednesday. LGE

“Korea, China and the Middle East may be the key markets for now. But we aim to launch the brand in some 30 countries in the near future,” said Cho Seong-jin, head of LG’s home appliance and air solution business division, in a press conference in Seoul.

The company started the air care business in China, Russia and some Middle Eastern countries in 2013. This year, the company plans to enter India, Indonesia and Vietnam.

“Amid concerns about fine dust particles and bacteria, consumers’ demand for better air care is also growing. We will lead the premium market,” he said.

About the cheaper launches by Chinese brands like Xiaomi, Cho downplayed any direct threat.

“In air purifiers, it is crucial to earn consumer trust. I don’t think it will be easy for Chinese brands to secure a footing in Korea. We will have the upper hand,” he said.

On Wednesday, the company unveiled its latest purifier and humidifier products.

The PuriCare purifiers feature advanced sensor technologies that detect 99.9 percent of ultrafine particles that can affect respiratory organs when inhaled. And the filters are jointly developed with 3M.

The products run on the company’s Internet of Things platform, Smart ThinQ, to allow users to control air quality at home via smartphones from anywhere. LG recently announced plans to expand the IoT adoption across its home appliances in a new partnership with Google.

The prices range from 300,000 to 500,000 won ($260-440) depending on specifications. Cho also hinted at launching a higher-end product next year, without giving further details.

In the meantime, LG’s new PuriCare humidifiers are equipped with the world’s first ultraviolet LED that sterilizes the water tank for 90 minutes every six hours, which means there is no need for disinfectant. There are concerns about humidifier disinfectants here that have caused lung-related diseases, especially among children and pregnant women. 

By Lee Ji-yoon (