LG Household & Health Care The history of building and operating "The Whoo" USA Shopify D2C site

09/06/2026

LG Household & Health Care The history of building and operating "The Whoo" USA Shopify D2C site

1. Project Summary

The LG H&H The Whoo USA Shopify D2C site build is an example of a Shopify Commerce build and operation that implemented the brand experience and product purchase journey of the premium luxury beauty brand The Whoo for US customers within a Global D2C Commerce structure.

2. Project Overview

Category Content
Project Name LG H&H The Whoo USA Shopify D2C Site Build
Client LG H&H / The Whoo
Site Type Global Luxury Beauty D2C Commerce
Platform Shopify Commerce
Status Build Completed and Operational
URL https://thewhoo-usa.com/
Key Keywords Luxury Beauty D2C, Shopify Commerce, Global D2C, Brand Experience, Product Exploration UX, Purchase Conversion, Operational Convenience

The LG H&H The Whoo USA D2C site is a Shopify Commerce-based Global D2C project built to connect the brand sensibility and product experience of the premium beauty brand The Whoo with the online purchase journey in the US market. It's not just a simple online store build, but a case where brand story, product lineup, luxurious visual experience, product exploration, and purchase conversion flow were all integrated into a single brand commerce structure.

For luxury beauty brands like The Whoo, not only the functionality of the product itself, but also the brand image and credibility conveyed significantly influence purchase decisions. Therefore, the site needed to be designed to allow customers to understand the brand, explore product lineups, confirm detailed information, and naturally proceed to purchase.

Shopify Commerce provides a relatively flexible structure for managing products, collections, content, promotions, and order flows. In this project, the focus was on building a D2C commerce foundation based on Shopify that can operate both brand content and product purchase experiences.


3. Background of the Build

A D2C store for a premium beauty brand is not just a channel for selling products. It is a key touchpoint for brand experience and purchase conversion where customers first recognize the brand, compare product lineups, check ingredients and efficacy, and make purchase decisions.

For luxury beauty brands like The Whoo, a sophisticated brand image, product reliability, differentiation by lineup, and effective delivery of detailed product information are crucial. Especially for Global D2C Commerce targeting US customers, a flow is needed that clearly conveys brand stories and product information while allowing customers to easily explore and purchase products.

Furthermore, beauty commerce frequently involves seasonal campaigns, new product launches, promotions, and brand content operations. Therefore, a Shopify-based operating structure that allows operators to manage products, content, and promotions is important, and a luxurious brand experience and convenient purchase flow must be maintained even in mobile environments.

The main build directions were as follows:

  1. Main screen composition that conveys the sensibility of a premium luxury beauty brand
  2. Global D2C structure design that allows US customers to quickly understand the brand and product lineup
  3. Product exploration UX composed around product images, lineup, detailed information, efficacy, and usage instructions
  4. Streamlined purchase conversion flow from product detail page to shopping cart and checkout
  5. Content area configured to flexibly display campaigns, promotions, new products, and featured products
  6. Consideration for operational convenience of products, collections, content, and promotions based on Shopify Admin
  7. Review of screen flow to maintain brand image and purchase convenience even in mobile environments

4. Key Screen and Feature Configuration

4-1. Brand Main / Home Screen

The brand main screen is a core touchpoint where customers first experience The Whoo. For premium beauty brands, the image, tone and manner, featured products, and campaign exposure methods on the first screen directly impact brand perception.

On The Whoo USA D2C site, we reviewed the information structure of the home screen to maintain the brand's luxurious first impression while allowing customers to quickly explore featured products and key lineups. It was important to ensure that brand story and product exploration were not separated but flowed together naturally.

Configuration Points

  1. Main screen conveying the first impression of a premium beauty brand
  2. Display of featured products or core lineups
  3. Natural connection between brand story and product exploration
  4. Structure allowing global customers to quickly understand the brand and products
  5. Home configuration expandable for campaigns, promotions, and new product areas
  6. Review of screen flow to maintain a luxurious visual experience even on mobile

4-2. Product List / Collection Page

In beauty brands, product list and collection pages are exploration zones where customers find products that meet their needs. Since customers need to compare products based on various criteria such as skincare, makeup, product line, skin concerns, and usage steps, category and lineup structure are crucial.

On The Whoo USA D2C site, we considered a UX flow where customers can intuitively check products through an image-centric list composition and naturally move to the detailed page of products they are interested in. Due to the nature of luxury beauty brands, product images function not just as simple thumbnails, but as elements that convey both brand sensibility and product reliability.

Configuration Points

  1. Exploration based on product lineup and categories
  2. Ability to distinguish products by skincare / makeup / line
  3. Image-centric list composition
  4. UX flow that naturally leads to the product detail page
  5. Exploration structure allowing customers to compare and select product groups
  6. Collection screen composition maintaining the brand's visual tone

4-3. Product Detail Page

In beauty D2C, the product detail page (PDP) is the core screen for purchase decision-making. On this screen, customers comprehensively check product images, prices, options, usage instructions, key ingredients, efficacy, and brand messages to decide whether to purchase.

For The Whoo USA D2C site's product detail page, a balance between product information delivery and purchase conversion flow was crucial. We reviewed a clear screen flow to maintain the sophisticated expression of a luxury beauty brand while ensuring customers don't struggle to find information or miss the purchase button.

Configuration Points

  1. Delivery of product images and core information
  2. Composition of price, options, purchase button, and product description
  3. Ability to convey product efficacy, usage instructions, key ingredients, and brand messages
  4. Clear screen flow that does not hinder purchase conversion
  5. Maintaining a balance between detailed information and brand content
  6. Review of a structure where information check and purchase action naturally flow on mobile PDPs

4-4. Shopping Cart / Checkout Flow

In Global D2C Commerce, the shopping cart and checkout flow are the final stages of purchase conversion. To ensure users do not abandon after selecting a product and proceed to payment, product information, quantity, options, price, and navigation buttons must be clearly provided.

One advantage of a Shopify Commerce-based system is the ability to configure a stable purchase flow from the shopping cart to checkout. In this project, we also reviewed the purchase flow to prevent confusion as customers confirm their products and proceed to payment.

Configuration Points

  1. Flow for entering the shopping cart and confirming products
  2. Confirmation of quantity, options, and price information
  3. Navigation to checkout
  4. Review of usability for payment conversion in mobile environments
  5. Structure allowing customers to clearly confirm necessary information before purchase
  6. Review of screen flow to reduce abandonment between shopping cart and checkout

4-5. Promotion / Marketing Content Area

Promotions and marketing content play an important role even for luxury beauty brands. However, rather than simply focusing on discounts, it's crucial how brand campaigns, new products, featured products, seasonal promotions, and lineup stories are conveyed.

On The Whoo USA D2C site, we considered the promotion and marketing content area to allow brand content and product purchase flow to connect naturally. From an operational perspective, it was important to review a management structure that enables seasonal campaigns, new product launches, emphasis on featured products, and special promotions.

Configuration Points

  1. Display of seasonal promotions or campaigns
  2. Highlighting new products and featured products
  3. Connecting brand content with product purchase flow
  4. Consideration for a content structure that is easy for operators to manage
  5. Marketing area configured to connect brand story and product exploration
  6. Review of a content structure that can be repeatedly managed in a Global D2C operating environment

5. Characteristics from the Perspective of Luxury Beauty D2C

Perspective Application Direction
Brand Experience Consistently convey The Whoo's premium luxury beauty image across the main, PDP, and content areas
Product Exploration UX Review a structure that allows customers to easily find desired products based on product lineup, categories, and collections
Purchase Conversion Configure a clear purchase flow from the product detail page to the shopping cart and checkout
Detailed Product Information Consider conveying product images, efficacy, usage instructions, key ingredients, and brand messages necessary for purchase decisions
Global Customer Experience Configure an information structure from a Global D2C perspective to allow US customers to understand and purchase brands and products
Mobile Shopping Experience Review the screen to maintain a luxurious visual experience and convenient purchase flow even on mobile
Operational Convenience Consider a structure that allows products, collections, content, and promotions to be operated based on Shopify Admin

This project is not a case of simply using Shopify as an e-commerce platform. It is a build case that connected the brand content, product lineup, detailed information, campaigns, and promotions of a luxury beauty brand into a single D2C commerce experience.

In particular, The Whoo USA D2C site is significant in that it was built on a Shopify Commerce foundation that can operate both brand experience and product purchase experience together. The project was carried out with the aim of providing customers with a luxurious brand experience and a clear product exploration flow, while providing the operations team with a foundation to continuously manage products and content.

6. PM Execution Points

6-1. Requirements Definition

To build The Whoo USA D2C site, we defined requirements based on key screens, product structure, content configuration, promotion operation methods, and purchase flow necessary for a brand store.

Especially in a Luxury Beauty D2C project, simply registering and selling products is not enough. We had to define the role of each area – brand main, product list, collection, product detail page, shopping cart, checkout, and promotion – and consider both the customer's exploration flow and the operator's management flow.

From a PM perspective, we concretized the requirements around the following items:

  1. Key messages to be conveyed on the brand main screen
  2. Method of configuring product lineups and collections
  3. Scope of product information to be provided on the product detail page
  4. Method of operating promotions and campaign content
  5. Purchase flow leading to shopping cart and checkout
  6. Usability of key screens in mobile environments
  7. Products, content, and promotions that the operations team needs to manage after launch

6-2. Brand Tone & Manner and Screen Composition Review

For luxury beauty brands, the site screen is not just a UI, but an important medium for conveying the brand image. On The Whoo USA D2C site, we reviewed whether the luxurious brand tone and manner were consistently maintained across the main screen, product list, PDP, and promotion areas.

If brand content is excessively emphasized, the purchase path can weaken, and conversely, if only purchase functions are emphasized, the sensibility of a luxury brand can diminish. Therefore, maintaining a balance between brand experience and purchase conversion was a critical review point.

From a PM perspective, we clearly distinguished the purpose of each screen. The main screen for brand's first impression and featured product display, the product list for exploration and comparison, the PDP for purchase decision, the shopping cart and checkout for conversion completion, and the promotion area for connecting campaigns and product purchases were the criteria for reviewing the screen flow.

6-3. QA and Launch Management

Before the completion of the build, QA was performed focusing on the site's main screens and purchase flow. Since the accuracy of images, product names, detailed descriptions, links, options, and price information is directly linked to brand credibility in a Luxury Beauty D2C site, it was important to inspect both content and functionality.

During QA, we focused on confirming the following items:

  1. Product display status
  2. Navigation of product lists and collections
  3. Information display on product detail pages
  4. Link navigation and CTA (Call to Action) functionality
  5. Option selection flow
  6. Adding to cart and quantity changes
  7. Checkout navigation flow
  8. Mobile screen display and usability
  9. Promotion content display
  10. Accuracy of brand content and product information

In terms of launch management, we confirmed the stability of key screens and the purchase flow before and after launch, and managed project progress and issues to quickly identify areas that required modification during operation.

6-4. Ensuring Operational Convenience

A D2C site becomes an even more important channel after launch for ongoing operations. Especially for beauty brands, new products, seasonal campaigns, promotions, featured products, and product lineup changes occur continuously, requiring a structure that allows the operations team to manage products and content.

For The Whoo USA D2C site, we considered the convenience of operating products, content, promotions, and brand pages based on Shopify Admin. Areas that operators need to repeatedly manage were configured with as clear a structure as possible, and we reviewed the site's sustainability for operation even after launch.

In terms of operational convenience, the following elements were important:

  1. Product registration and modification management
  2. Collection and product lineup management
  3. Promotion content updates
  4. Brand page and campaign area management
  5. Confirmation of content display on mobile screens
  6. Management structure that is easy for operators to understand
  7. Shopify-based structure capable of responding to changes and updates after launch

7. The Whoo USA Shopify D2C Case Summary

Category Content
Client LG H&H / The Whoo
Project LG H&H The Whoo USA Shopify D2C Site Build
Type Global Luxury Beauty D2C Commerce
Platform Shopify Commerce
Status Build Completed and Operational
URL https://thewhoo-usa.com/
Scope Configuration of brand main, product list, collections, product detail pages, shopping cart/checkout, promotion/marketing content areas
Key Focus Luxury Beauty D2C, Global D2C, Brand Experience, Product Exploration UX, Purchase Conversion, Operational Convenience
PM Role Requirements definition, brand tone and manner review, screen composition review, global operations consideration, QA, launch management, operational convenience review

Project Key Points

The Whoo USA D2C site is a project that implemented the brand experience and purchase conversion flow of a global luxury beauty brand on a Shopify Commerce foundation. It is a case study of connecting the sophisticated image and product reliability of a premium brand with a D2C commerce structure for US customers, ensuring brand content and product purchase experience flow together naturally.

Focusing on the brand main, product list, product detail page, shopping cart/checkout, and promotion areas, we configured the product exploration UX and purchase conversion flow necessary for Luxury Beauty D2C. In particular, considering the importance of product images, product lineups, efficacy, usage instructions, key ingredients, and brand story delivery characteristic of beauty commerce, we reviewed a screen structure that allows customers to understand the brand and select products.

From a PM perspective, the project was executed with a focus on requirements definition, brand tone and manner review, screen composition review, global operations consideration, QA, launch management, and ensuring operational convenience. It is a Global D2C Commerce build case that not only completed the construction but also considered Shopify Admin-based operational convenience, allowing the operations team to manage products, content, and promotions even after launch.

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