LG Household & Health Care Partners with Environmental Foundation for Eco-Friendly Initiative

LG Household & Health Care's total clean beauty brand, BEYOND, announced on the 23rd that it has collaborated with the Environmental Foundation to host an outdoor film festival in Han River Park, emphasizing the importance of sharing eco-friendly values.

The 'Green Cinema Picnic' showcased a collection of short films as part of the Seoul International Environmental Film Festival, designed to combine cinema with an experiential picnic atmosphere. Attendees were invited to enjoy music along with upcycling experiences and vegan food, effectively blending leisure with education about environmental stewardship.

This initiative serves a dual purpose: it not only promotes cinematic appreciation in an outdoor setting but also aims to raise awareness around critical environmental issues such as climate change and ecosystem preservation. By leveraging film as a medium, LG Household & Health Care engages consumers in meaningful dialogue on sustainability.

Furthermore, LG Household & Health Care has enhanced the picnic experience by transforming the Han River Park's grassy area into a space for resource circulation and sustainable consumption. Interactive elements included 'LP Station' for music listening, where visitors could also create fragrance sachets using recycled materials and craft unique accessories from upcycled sock yarn, promoting sensory engagement and innovative content.

In line with its sustainability efforts, LG Household & Health Care initiated a campaign encouraging attendees to bring cosmetic product containers for exchange. Visitors could receive BEYOND's bestsellers, the 'Deep Moisture Creamy Body Wash' and 'Deep Moisture Smoothing Body Emulsion' (150ml each), thereby incentivizing recycling and reinforcing brand loyalty through responsible consumption practices.

The representative from LG Household & Health Care stated, “This event was designed to share BEYOND's eco-friendly values in one of Seoul's premier urban green spaces. We plan to continue offering programs that blend BEYOND's emotional brand experience with sustainable initiatives, reinforcing customer engagement in our ESG activities.”

This collaborative project signals a strategic shift toward integrating corporate social responsibility into brand identity, leveraging experiential marketing to drive customer retention while fostering eco-conscious behavior.