LG H&H announced on the 1st that its second brand of CNP, ‘bye od-td,’ launched exclusively for Daiso, has sold over 1 million units as of the end of last month, just 9 months after its launch.
LG H&H released six products under the bye od-td line, developed by integrating the trouble care know-how of CNP’s Derma Cosmetics Research Institute, to Daiso last September. Each product contains the ‘Herb-Vinegar TinctureTM’ ingredient, which is carefully extracted for its efficacy from five herbs and apple cider vinegar to help soothe the skin.
The representative product, the ‘Spot Calming Gel,’ has even caused a ‘sold-out frenzy’ both online and offline.
LG H&H analyzed that social media (SNS) content marketing, which could attract the main customer base, the MZ generation (born in the early 1980s to early 2000s), played a significant role in its popularity. The company explained that it collaborated with various creators to produce content documenting the journey from product purchase to actual use, increasing brand awareness.
An official from LG H&H noted, ‘Positive word-of-mouth about the product has spread, allowing us to quickly establish ourselves in Daiso,’ adding, ‘We will provide differentiated customer experiences by launching additional new products that meet the needs of customers with skin concerns.’