LG Household’s Dr. Groot Showcases K-Haircare in New York with Viral Pop-up Truck
Creatrip Team
3 months ago
LG Household & Health Care’s premium scalp-care brand Dr. Groot ran a K-beauty x K-food-truck pop-up in Manhattan on Nov. 11–12, offering scalp diagnosis (두피 진단 서비스) and personalized product recommendations. The eye-catching purple truck and teaser content attracted 1,679 visitors over two days, with long waits on day two despite cold weather. Mega-influencer Bretman Rock and other beauty creators attended, generating social buzz; impressions of related content surpassed 30 million by Nov. 30. Dr. Groot reported about 800% year-on-year sales growth in North America this year and says the pop-up helped demonstrate its differentiated haircare technology and K-trend appeal to local consumers.
