LF

- Products based on analysis of big data on men’s skincare concerns and preferences embody the long-kept secrets of English barbers

- Products made from carefully selected herbs from an herbal guide written by 17^th-century English herbalist and characterized by the brand’s signature scent created by a world-renowned perfumer based in London
- Major marketing activities to begin with world’s No. 1 male model Lucky Blue Smith as the face of the brand

Lifestyle brand LF (CEO: Oh Gyu-Sik) will officially launch Hazzys Men Skincare Rule 429, a male cosmetics brand by Hazzys, on September 3.

Hazzys Men Skincare Rule 429 is the first beauty brand to be launched by a traditional casual brand in Korea. With the launch of its men’s cosmetics brand, Hazzys has now completed its lineup of clothing, accessories and beauty products, establishing itself as a total lifestyle brand.

Hazzys Men Skincare Rule 429 is a professional male cosmetics brand, offering solutions with its trademarked properties for men’s skin concerns drawn from thorough research and analysis of data on men’s skin and lifestyles. The number “429” is a digital number for “HAZ (Hazzys)” as well as a symbol for men between the ages of 29 and 42 undergoing rapid changes in their skin who are most in need of high-quality products and an effective skincare regimen.

In line with the brand identity of Hazzys inspired by British heritage, Hazzys Men Skincare Rule 429’s products embody the best-kept secrets of English barbershops. Its daily foam cleanser “Mild Peeling Foam” reinterprets the traditional exfoliating methods by barbers using steam care and walnut shell, while other grooming secrets have been applied throughout the entire product line including the “All-in-one Gel Hydrator” and the “Sleeping Per-peck Cream.”

Carefully choosing and blending the five most effective herbs from The English Physician written by the 17^th-century English herbalist Nicholas Culpeper, Hazzys Men Skincare Rule 429 has developed the Penta Herb Blendrop™. The brand’s strengths lie in maximizing the functional effects of the five herbs - euphrasia officinalis for clarifying, chamomile for calming, fraxinus excelsior for moisturizing, camellia sinensis for nourishing, and horse chestnut for protecting – while minimizing irritants for the skin.

Hazzys Men Skincare Rule 429 has developed its signature fragrance by joining hands with Beverley Bayne, whose creations can be found in major international brands such as Jo Malone and Penhaligon’s. Top notes of refreshing citrus and base notes of dense yet light grass create a luxuriously subtle scent, meeting the needs of a wide customer base and effectively delivering the brand’s inspirations.

At the same time, Hazzys Men Skincare Rule 429 has hired Lucky Blue Smith, winner of the 2015 Industry Awards by Models.com, as the face of its brand and will undertake aggressive marketing activities. Smith, with heart-stopping looks and masculine charm, is a top global model who will be at the front of the brand’s various marketing activities in Korea and across the world, beginning with a teaser carrying the message “Men’s Skin Gets Lucky”.

Hazzys Men Skincare Rule 429 will be offered from September 3 on LF’s official online mall (www.lfmall.co.kr) and inside Hazzys stores in major department stores including Lotte Department Store Main Branch and Shinsegae Department Store Gangnam Branch, with plans to further expand distribution channels for the brand.

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“There are rising demands for beauty brands that cater to the lifestyles of modern men and their skin concerns amidst changing perceptions of men’s skincare”, commented Hee-kyung Son, Managing Director of LF Beauty. She noted that “Hazzys Men Skincare Rule 429 will propose simple yet essential beauty rules for men through products that have been developed by thoroughly analyzing skincare priorities for men and their lifestyle patterns, the results of which have been applied not only to the products’ ingredients and fragrances but their texture, packaging and instructions for use”.

In celebration of the launch of Hazzys Men Skincare Rule 429, LF will offer a 4-week trial kit consisting of Mild Peeling Foam, All-in-one Gel Hydrator and Sleeping Per-peck Cream originally priced at KRW 23,000, at the special price of KRW 5,000 on its official online mall. The special offer will be available from September 3 to 10, during which all customers purchasing any Rule 429 product, with the exception of gift sets, will receive a mini kit of three products.