The Korean consumer goods company has selected The Face Shop, Belif, and CNP as its three main brands for the North American market.
The strategy was to lead and grow with each brand’s key hero products while developing new products to meet local needs.
“In the beauty business, in order to respond to the North American market, we focused on developing strategic brands and successively launched new products exclusively for North America.”
The company also prioritized TikTok and its impact on the platform’s aesthetics to increase its presence in the market.
The Face Shop has made great strides by expanding its presence in major local retail channels such as Walgreens, CVS, Walmart Canada, and Kroger.
On Amazon, the brand has earned top rankings for its Rice Water Bright series of cleansers, including Rice Water Bright Foaming Cleanser, Cleansing Oil, and Cleansing Facial Wipes.
The brand has also launched All-Time Vegan Mucin Peptide 8 Serum, a vegan alternative to snail mucin serum. This product contained wild yam root, 8-peptide complex, and glutathione.
The product made an early debut on the TikTok Shop.
Belif expanded brand awareness through key hero products such as the perennial bestseller Aqua Bomb Moisturizer, Aqua Bomb Eye Gel and Super Drops Glow Serum.
According to the brand, Aqua Bomb Eye Gel topped Sephora’s eye care rankings from August to September.
Over the past quarter, more than 4,000 digital content posts have been created about the brand on TikTok and Instagram.
Meanwhile, the company pushed CNP Laboratory’s Propolis Lipselin Lip Butter Balm to the market.
This product debuted on Amazon US in May 2024. The product was a success and topped Amazon’s lip butter category for 20 consecutive weeks.
Lipselin is a proprietary ingredient of LG H&H. It contains glycerin and claims to improve five major lip skin problems: dead skin cells, wrinkles, moisture, elasticity, and shine.
This content by influencers Pauline Choi and Dr. Zionco has racked up 10 million views on TikTok.
The product’s success led the company to expand its lip butter lineup with three new scents, including mint, lime, and berry, targeting North American consumers.
Third quarter results
According to LG H&H’s third quarter report, sales in the beauty division decreased by 2.9% to 650.6 billion won (US$472 million), but operating profit increased by 42.8% to 11.4 billion won (8.27 billion US dollar). million US dollars).
The company blames the decline in sales on the slump in the travel retail market.
Operating income increased due to the profitability of overseas business, despite higher marketing costs.
This includes North America and China, where The Whoo performed well online.
