LG Household & Health Care's Dr. Groot Targets US Hair Care Market with Pop-Up Truck

Sales in the North American Market Surge by 800% in the First Half of the Year

LG Household & Health Care announced on December 31 that its scalp care brand, Dr. Groot, has launched a "pop-up truck" in New York City to target the hair care market.

Dr. Groot held a pop-up truck event in Manhattan, New York, on the 11th and 12th, combining K-Beauty and K-Food Truck concepts and offering services such as scalp diagnosis. In the first half of this year alone, Dr. Groot achieved approximately 800% year-on-year sales growth in the North American market, leading the K-hair care sector.

Dr. Groot held a pop-up truck event combining K-Beauty and K-Food Truck concepts in Manhattan, New York, on the 11th and 12th. Provided by LG Household & Health Care.

A total of 1,679 people visited the pop-up truck event over the two days. On the second day, despite subzero temperatures, the number of visitors more than doubled compared to the first day, resulting in wait times of up to two hours.

In particular, mega influencer Bretman Rock, who has over 50 million social media followers, visited the pop-up truck on both days, actively engaging in promotional activities by interacting with fans and distributing products. In addition to Bretman Rock, prominent beauty influencers such as Matt Loves Hair, Lipstick Lesbian, and Via Lia also visited the pop-up truck and created a variety of content.

The "scalp diagnosis service," which offers professional analysis and customized solutions, was especially popular at the event. Visitors expressed high satisfaction with the scalp analysis and product recommendation service, which many experienced for the first time.

With the success of Dr. Groot's pop-up truck, related content had surpassed 30 million exposures as of December 30. While the number was around 15 million immediately after the event, it has continued to grow through word of mouth among customers, further enhancing the brand's promotional impact.

A Dr. Groot representative said, "The unique experience of the pop-up truck, which combines differentiated hair care technology with the 'K-Trend,' has received a positive response from local consumers. We plan to continue brand activities that allow us to actively engage with global customers in the future."