Securing Multiple In-Store Touchpoints with End-Cap and K-Hair Displays
Accelerating Expansion in the North American Premium Beauty Market
On August 19, LG Household & Health Care announced that its scalp care brand, Dr.Groot, has officially launched in offline stores of the global beauty retail chain Sephora.
Starting August 15 (local time), Dr.Groot is showcasing a total of 14 products at 424 Sephora offline stores across the United States. The brand first entered Sephora’s online mall in March of this year, followed by a pre-launch in around 90 key stores in May, culminating in this large-scale, full-scale offline entry.
LG Household & Health Care’s Dr. Groot enters 424 Sephora offline stores in the United States. LG Household & Health Care
To maximize local consumer engagement, Dr.Groot products are featured in high-visibility locations within stores, such as end displays, as well as designated “Next Big Thing (NBT)” and “K-Hair” sections. In particular, reflecting the growing interest in K-beauty and haircare in North America, Dr.Groot is placed in a dedicated K-Hair display as well.
The core products highlighted at Sephora offline stores include the “Scalp Revitalizing Solution” line. This includes Dr.Groot’s best-selling “Hair Thickening Shampoo,” which has already proven popular on platforms such as Amazon, the “Miracle In-Shower Treatment” that transforms from liquid to cream upon contact with water, and Sephora-exclusive offerings such as the “Holiday Gift Set.”
Of particular note is the “Roll-On Serum,” which combines a roll-on applicator and scalp serum. This product allows users to directly roll the round massage ball tip of the container onto the scalp, applying and massaging the serum in one step. It has received strong local enthusiasm, ranking among the top products in Sephora’s scalp treatment category during the pre-launch phase since May, thanks to its convenience and immediate scalp care effects.
An LG Household & Health Care representative stated, “Launching in Sephora, a symbolic retail channel that leads North American beauty trends, is a testament to the successful establishment of Dr.Groot’s premium brand value in the North American market. We will further strengthen our position within Sephora while continuously introducing premium solutions tailored to the hair and scalp concerns of US consumers, aiming to become the No.1 premium scalp and hair care brand leading the North American market.”
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Meanwhile, since October last year, Dr.Groot has also been available in over 600 Costco offline stores across North America—including in the United States, Canada, and Mexico. Additionally, on the e-commerce platform Amazon, its sales in the first half of this year have increased by 153% compared to the same period last year.
This content was produced with the assistance of AI translation services.
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