CJ Olive Young (hereafter referred to as Olive Young) is launching a month-long promotion in October themed 'HAVE AN EVERYTHING SHOWER', aimed at elevating the shower experience beyond mere cleansing to a time for personal care.
The promotion will feature a lineup of diverse hair and body products tailored to individual lifestyles and shower habits, enabling customers to develop customized shower routines. A variety of discounts and gift options will be available to cater to different preferences and needs.
From October 9 to 18, Olive Young will operate 'Shower Recipe Week', emphasizing the concept of 'completing my healing routine' with additional discounts on key products in the hair and body categories. On October 9 and 10, Olive Members will receive a '48H Coupon' offering a discount of 5,000 won on purchases of over 40,000 won.
This initiative was planned in response to changing consumer perceptions that view shower time as a moment for self-care and wellness. Recently, new shower culture trends have emerged domestically, including 'one-person sauna' experiences focused on relaxation and the 'dark shower' method, which involves dimming the lights to enhance the bathing experience.
Globally, 'Everything Shower' practices, characterized by more deliberate hair and body care routines shared extensively on social media, are gaining traction as a self-care norm. Content showcasing personal hair and body care methods, such as 'Shelfie' products or 'What's in my sauna bag?', are becoming popular, reflecting individual preferences.
This trend is also evidenced by Olive Young's online mall search data, which indicates that searches for 'sauna' have increased by 373% from January to September of this year compared to the same period last year, with 'sauna pack' and 'sauna scrub' rising by 310% and 1,208%, respectively. This data suggests a growing interest in self-care practices, leading to increased exploration of related products.
Additionally, Olive Young has been steadily promoting hair and body care campaigns since 2024, suggesting a trend towards segmented management of scalp, hair, and body akin to facial skin care. The current promotion expands the scope of care to include pre- and post-shower processes, presenting a comprehensive self-care routine through the 'full-care shower' concept.
According to an Olive Young representative, "The daily ritual of showering is transforming into a dedicated time for self-focus and care for body and mind. As we quickly capture changing consumer management approaches, we aim to continue uncovering new beauty and wellness demands in daily life, showcasing a diverse array of products and experiences."
