LG Household & Health Care (LG H&H) showcased its oral care brand EUTHYMOL and K-beauty brand The Crème Shop at Cosmoprof North America Las Vegas, reinforcing its strategy to expand its global beauty business through differentiated research and development (R&D) capabilities and immersive consumer experiences.
The company announced that it participated in Cosmoprof North America Las Vegas, held from July 13 to 15, where it introduced new products, brand innovations, and technology-driven beauty solutions to global buyers, retailers, creators, and media.
Cosmoprof North America is regarded as one of the world's three leading beauty exhibitions alongside Cosmoprof Bologna in Italy and Cosmoprof Hong Kong. The annual event attracts approximately 25,000 industry professionals, including international buyers, distributors, influencers, and media representatives.
Making its debut at the exhibition, EUTHYMOL designed its booth around the signature purple color of its flagship Purple Corrector Toothpaste. Visitors were invited to experience the brand through interactive attractions, including the "Stain Lab," where they could witness the toothpaste's whitening technology firsthand, as well as oversized product displays and photo zones.
The booth highlighted LG H&H's R&D expertise by demonstrating the color-correcting principle behind the toothpaste's whitening effect. The technology attracted significant attention during the exhibition, with demonstrations featured by Los Angeles television station KTLA. EUTHYMOL's purple-themed booth was also selected as one of the "Top 5 Booths" in Cosmoprof's official content creator program.
LG H&H used the exhibition to emphasize its growing portfolio of science-based beauty innovations. Following the success of Dr. Groot, which popularized the skinification trend in hair care, the company showcased how advanced color science can be applied to oral care through EUTHYMOL's whitening technology.
The company's North American subsidiary, The Crème Shop, also unveiled its newly rebranded identity for the first time. Built around the concept "LA Vibe K-Beauty Coded," the refreshed brand combines the creative energy of Los Angeles with Korean beauty innovation to appeal to younger North American consumers.
Among the featured products were the signature Kiss & Blush collection and upcoming launches, including Heat Up Glow Up, Cool Quench, and Phone Crush.
Heat Up Glow Up and Cool Quench are facial masks inspired by Korean spa therapy. Developed using LG H&H's proprietary technologies, they combine warming and cooling effects to help improve skin condition while supporting pore care.
Visitors also showed strong interest in the interactive "Kiss & Blush Charm Bar," where they could personalize their own beauty products. The experience received an award from New You Magazine, recognizing its creative consumer engagement and product presentation.
As the global beauty market increasingly emphasizes immersive brand experiences alongside product performance, LG H&H is strengthening its strategy by combining advanced R&D with experiential marketing to differentiate its brands in international markets.
An LG Household & Health Care official said, "We will continue expanding experience-based marketing that allows consumers to directly experience the benefits of our science-backed products. Leveraging our differentiated R&D capabilities, we aim to further strengthen our position as a leader in Intelligent K-Beauty in the global market."
