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LG Group's outsider CEOs turn fresh perspectives into profits

Career executives offer alternative path to success for South Korean companies

A sales associate promotes Whoo products at a department store in Shanghai. Whoo was the top-selling Asian beauty brand in China's Singles Day sale this year.

SEOUL -- LG Group is tearing up corporate South Korea's playbook with the help of career executives from outside who are unencumbered by tradition and office politics, and whose fresh approach to management has helped turned its makeup and chemical units into the group's new crown jewels.

LG Household & Health Care's Whoo skin care and makeup brand was one of the biggest winners of this year's Singles Day sale in China, clocking in as Asia's best-selling beauty brand and fourth globally.

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