[Edaily Reporter KIM JUNG YOU ] LG Household & Health Care ( LG H&H(051900)) announced on the 21st that it recently participated in “Cosmoprof,” North America’s largest cosmetics (beauty) trade show, held in Las Vegas, USA.

Cosmoprof Las Vegas is a business-to-business (B2B) exhibition in the beauty sector that attracts approximately 25,000 visitors, including buyers, distributors, and media representatives from around the world.

LG H&H participated in this exhibition by showcasing its toothpaste brand “Yusimol” and its North American subsidiary, “The Cream Shop.” Yusimol decorated its booth with the theme of “Intense Purple,” the signature color of its flagship product, “Yusimol Purple Corrector Toothpaste,” and operated a teeth-whitening experience room, a large toothpaste installation, and a photo zone.

In the whitening experience room, the company demonstrated a whitening process utilizing the principle of complementary colors—the core technology behind Yushimol Purple Corrector Toothpaste. This demonstration was even featured on a U.S. broadcast network (KTLA).

The Cream Shop unveiled its revamped brand identity for the first time at this year’s Cosmoprof. Targeting the U.S. Gen Z demographic, The Cream Shop presented “a fusion of LA’s hip vibe and sophisticated K-Beauty” as its new direction.

At the event, the brand showcased its flagship product, “Kiss & Blush,” along with “Heat Up Glow Up,” “Cool Quench,” and “Phone Crush,” all scheduled for release in the second half of the year. It also operated a “Kiss & Blush Charm Bar” experience zone where visitors could create their own customized products.

A company representative stated, “We will strengthen our experience-centered offline marketing so that consumers can experience the outstanding efficacy, backed by scientific research, through all five senses,” adding, “Based on our unrivaled R&D capabilities, we will solidify our brand awareness and market position as a leader in ‘Intelligent K-Beauty.’”