LG Household & Health Care Intensifies North American Market Strategy

LG Household & Health Care is accelerating its global market strategy with the introduction of its innovative R&D technology, EUTHYMOL, and the rebranded K-Beauty brand, The Crème Shop. The company's efforts were prominently featured at Cosmoprof North America in Las Vegas from July 13 to 15, where they received strong interest from buyers, creators, and media.

Cosmoprof Las Vegas is recognized as one of the top three beauty trade fairs worldwide, alongside shows in Bologna, Italy, and Hong Kong. This year's edition attracted over 25,000 participants including buyers, distributors, influencers, and media, solidifying its status as North America's largest B2B beauty exhibition.

Making its debut at Cosmoprof, EUTHYMOL created a booth themed around its signature color, “Intense Purple,” which represents its flagship product, the EUTHYMOL Purple Corrector Toothpaste. The booth featured a 'Stain Lab' for attendees to experience tooth whitening, alongside large toothpaste sculptures and a photo zone, capturing the audience's attention.

Moreover, LG Household & Health Care's R&D capabilities, which led the 'skinification' trend in K-Haircare with Dr. Groot, also garnered attention for implementing tooth whitening technology based on the complementary color principle.

The Stain Lab demonstrated tooth whitening techniques that utilize the core technology of the EUTHYMOL Purple Corrector Toothpaste, generating significant buzz and coverage by local broadcaster KTLA. Additionally, EUTHYMOL's purple booth was selected as one of the 'Top 5 booths' in the Cosmoprof official content creator program.

The Crème Shop, LG Household & Health Care's North American subsidiary, unveiled its rebranded identity at Cosmoprof, aiming to capture the 'LA Vibe K-Beauty Coded' market targeting the Gen Z demographic in the U.S.

Featured products included the 'Kiss & Blush' and several upcoming releases like 'Heat Up Glow Up,' 'Cool Quench,' and 'Phone Crush.' Notably, Heat Up Glow Up and Cool Quench masks were inspired by Korean spa therapies, utilizing LG Household & Health Care's proprietary R&D technology to deliver heating and cooling effects that aid in pore care and skin condition improvement.

The 'Kiss & Blush Charm Bar,' an interactive experience zone for product customization, became a popular attraction and received an award from New You Magazine for its appeal.

An LG Household & Health Care representative stated, “We are strengthening our experience-centered offline marketing so that consumers can engage their senses with the scientifically-backed efficacy of our products. Through our unparalleled R&D capabilities, we aim to reinforce our brand recognition and positioning as a leader in 'Intelligent K-Beauty.'