LG H&H Multi-Brand TikTok Influencer & UGC Campaign

LG Household & Health Care needed to activate five K-beauty sub-brands on TikTok, each with distinct positioning and audiences, at a point where surface-level promotion no longer worked for ingredient-literate consumers. K-beauty audiences have moved past glossy brand promotion and want ingredient literacy and demonstrated results, which polished advertising struggles to deliver credibly. The insight was that Gen Z and Millennial consumers expect routine context, ingredient knowledge and visible proof, and respond best to content that shows the process, not just the outcome, from creators they trust.

House of Marketers built a routine-led, education-first creative system and stretched it across Himalaya Pink Salt, Euthymol, The Face Shop, belif and CNP Lab without losing authenticity. Creators produced 37 TikTok videos with close-up shots of texture, application and packaging, demonstrating multi-step routines and explaining benefits in their own voice, distributed organically and with paid support in an undisclosed split. LG H&H supplied the routines and proof points while creators carried the persuasion.

The system worked, in the agency's account, because one creative approach built on category behaviour can scale across a portfolio, and because demonstration does the convincing that claims cannot for ingredient-literate audiences. Activity ran on TikTok across markets including the USA, UK, Canada, Australia and France. House of Marketers reports 23M+ views and 2.1M+ engagements, with one campaign reaching a 19% engagement rate, but every figure comes from the agency's own page, with no per-brand breakdowns, dates or spend, and none is independently verified.