Sold 5.5 units per minute
[Asia Economy Reporter Yujin Cho] LG Household & Health Care (CEO Cha Seok-yong) announced on the 20th that its hair loss care brand Dr.Groot has recorded cumulative sales of over 10 million units within three years of its launch.
Dr.Groot achieved a record of surpassing 10 million cumulative sales, selling more than five times the quantity compared to its first year of launch in 2017 as of this month’s cumulative data. This equates to approximately 5.5 units sold per minute.
According to Nielsen data from August 2020, hair loss care shampoos account for about 13% of the total shampoo market, with Dr.Groot holding approximately 6% market share. This means that in the highly competitive hair loss shampoo market, roughly one in every two consumers uses Dr.Groot’s hair loss shampoo.
Dr.Groot is a specialized hair loss brand that provides customized solutions based on individual hair and scalp types, and all its products have been reported to the Ministry of Food and Drug Safety for the ‘functional alleviation of hair loss symptoms.’
Breaking away from the traditional herbal concept and masculine image of hair loss products, Dr.Groot has introduced a variety of products featuring stylish container designs and attractive fragrances not found in other products, capturing the hearts of not only men but also women and the MZ generation.
Among these, the Dr.Groot ‘Addict’ line is characterized by its luxurious perfume scent created with natural aroma blends supplied by a premium fragrance manufacturer with 120 years of tradition.
Applying patented scalp odor masking technology, it maintains the shampoo’s lingering scent for a long time, gaining popularity through word of mouth among consumers troubled by oily bangs that quickly become greasy after washing, scalp odor appearing rapidly during adolescence, and scalp troubles caused by excessive sweat and sebum.
Meanwhile, Dr.Groot opened its direct online store in November last year, attempting a digital transformation of the brand and successfully establishing an online mall with a flexible channel strategy suitable for the contactless era. As of less than a year since its opening, the direct store’s membership has exceeded 230,000, and there are about 10,000 product reviews voluntarily written by customers who purchased through the direct store.
Based on its solid brand power, Dr.Groot has begun targeting the global hair loss market, including China. In July, Dr.Groot products were introduced to the Chinese hair loss shampoo market, estimated at about 1.54 billion yuan. The flagship hair loss symptom intensive care line received special hair loss approval in China and emphasizes ‘functional hair loss care effects’ differentiated from simple herbal shampoos, selling through online channels such as Tmall and live commerce.
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