LG H&H Multi-Brand TikTok Influencer & UGC Campaign
LG H&H Multi-Brand TikTok Influencer & UGC Campaign
House of Marketers supported LG H&H across multiple K-beauty brands — including Himalaya Pink Salt, Euthymol, belif, THEFACESHOP and CNP Lab — with creator-led TikTok campaigns, driving scalable reach, strong engagement, and consistent performance through routine-led, education-first storytelling.
OUR CLIENT
LG Household & Health Care (LG H&H)
LG Household & Health Care (LG H&H) is a leading South Korean consumer goods company and global K-beauty powerhouse, home to brands such as WHOO, OHUI, belif, and THEFACESHOP.
OUR CLIENT
LG Household and Health Care (LG H&H)
LG H&H is a leading South Korean consumer goods company founded in 1947 and headquartered in Seoul. Operating across cosmetics, household care, and beverages, LG H&H is a global force in K-beauty, home to brands such as THE WHOO, OHUI, belif, and The Face Shop, with a strong presence across Asia, the Americas, and Europe.
The Problem
As LG Household & Health Care scaled its K-beauty portfolio on TikTok, the challenge extended beyond individual campaigns. The group needed to activate multiple sub-brands, including Himalaya Pink Salt, Euthymol, The Face Shop, belif, and CNP Lab. Each brand has distinct positioning, audiences, and creative requirements.
While all brands operated within the K-beauty ecosystem, surface-level promotion was no longer effective. Audiences expected clear routine context, ingredient literacy, and visible proof of results, delivered through creators they trusted.
The challenge was to:
- Translate ingredient-led and routine-based benefits into short-form TikTok content
- Maintain clarity while creators naturally dominate attention
- Balance education with emotional resonance
- Scale content across multiple sub-brands without losing authenticity or trust
Each campaign needed to feel creator-first and native to TikTok, while still preserving consistency, credibility, and performance across the wider LG H&H portfolio.
Target audience
Regions: USA, UK, Canada, Australia and France
The campaigns targeted Gen Z and Millennial K-beauty consumers who:
- Understand ingredients and routines
- Expect visible proof and real application
- Prefer creator education over brand claims
- Value consistency and long-term results
These audiences respond best to content that shows the process, not just the outcome.
Our Approach
House of Marketers designed a creator-led, K-beauty–native TikTok strategy built around education, routine, and real product use. Rather than relying on polished brand ads, we partnered with creators who could naturally demonstrate multi-step routines, explain ingredients, and show visible results.
Content was optimised for early clarity, authentic delivery, and retention, allowing each brand to scale on TikTok while staying true to K-beauty principles.
Our content performed strongly due to clear, consistent close-up shots showcasing texture, application, and packaging, supported by ingredient and benefit education. The established influence of creators also contributed to high visibility and a strong organic reach performance.
Incredible Results
Across LG H&H’s multi-brand K-beauty influencer and UGC campaigns, House of Marketers delivered consistent, scalable performance on TikTok through creator-led storytelling. We also helped the brand scale creator-led content consistently across brands, formats, and audiences.
Campaign highlights:
- 23M+ total video views generated across the K-beauty brand campaigns
- 2.1M+ total engagements driven by creator-led content
- One of the campaigns generated a remarkable 19% engagement rate, significantly exceeding beauty industry benchmarks
- 37 creator videos produced across five LG H&H brands
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