LG Household & Health Care is accelerating its efforts to penetrate the North American beauty market by prominently featuring its toothpaste brand Yousimall and the locally inspired The Cream Shop. The company aims to enhance brand recognition through experiential marketing that allows consumers to directly verify product efficacy, alongside a rebranding strategy targeting younger demographics.
The company announced on July 21 that it participated in Cosmoprof, North America's largest beauty trade show, held in Las Vegas from July 13 to 15 (local time), showcasing the distinctive brand innovations of Yousimall and The Cream Shop.
Cosmoprof North America is a leading business-to-business beauty exhibition in the Americas, featuring global buyers, distributors, and brands.
Making its debut at Cosmoprof, Yousimall decorated its exhibition space using the purple color of its flagship product, the Purple Corrector Toothpaste. The booth included a "Stain Lab" where visitors could experience the principles of teeth whitening, along with a large toothpaste sculpture and a photo opportunity area to promote both the product's functionality and brand image.
The Purple Corrector Toothpaste utilizes the principle of complementary colors, visually correcting the yellow tones of teeth through an experiential program.
This demonstration was featured on KTLA, a local broadcaster in Los Angeles, and Yousimall's exhibition space was selected as one of the top five booths in Cosmoprof's official content creator program.
LG Household & Health Care's North American subsidiary, The Cream Shop, unveiled its newly revamped brand identity and product lineup at the event. The company plans to target American Gen Z and Alpha consumers by combining the essence of Los Angeles with K-beauty.
The exhibition featured products such as "Kiss and Blush," which can be used on both lips and cheeks, as well as upcoming releases like "Heat Up Glow Up," "Cool Quench," and "Phone Crush."
Inspired by Korean spas, Heat Up Glow Up and Cool Quench are mask products designed to manage pores and skin condition through warming and cooling effects, respectively.
A "Kiss and Blush Charm Bar" allowed consumers to select embellishments to create their own personalized products. This experiential space received an award from the local beauty publication New You Magazine for its exhibition-related efforts.
An LG Household & Health Care representative stated, "We will strengthen our experiential offline marketing, allowing consumers to experience the outstanding efficacy based on scientific research through their senses."
* This article has been translated by AI.
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