CJ Olive Young has reported that during the September sale period from August 30 to September 5, products reflecting customer preferences, from home spa items to IP collaboration goods, gained significant traction.
The home spa trend has become particularly prominent, emphasizing specialized care beyond traditional facial masks. While masks were previously limited to hydration and soothing for the face, consumers are now opting for designated masks to address various body parts, including hair and hands. Search volumes for 'hair masks' and 'hand masks' increased by 68% and 69%, respectively, compared to the previous year.
Facial masks are also evolving, with a trend towards more specialized functions addressing specific skincare concerns. During the sale, there was heightened interest in products focusing on sebum and impurities. Searches for 'adsorption masks', which help remove sebum, surged by approximately five times compared to the same period last year, while searches for 'thermal masks'—aids in managing sebum and impurities—more than doubled.
Interest in IP collaboration products remained robust. Olive Young launched its sale alongside a large-scale collaboration with globally popular IP, Sanrio Characters, on August 30. On the first day of the sale, trending search terms included 'Sanrio' and 'Hello Kitty', confirming high consumer interest in these collaboration products.
Particularly notable was the popularity of local-themed Hello Kitty products that featured K-local sensibilities. The campaign included a collection of 12 Hello Kitty designs highlighting regional themes, such as the 'Tenbyten Local Hello Kitty Figure Keyring Set' and the 'Jungnam Myeong and Gongju Chestnut Bread,' inspired by Gongju's specialty.
According to Olive Young, this sale period illustrated a clear trend of customers actively exploring products tailored to their specific preferences and segmented management needs. The company is committed to quickly identifying shifts in customer interest and consumption, aiming to lead the beauty and wellness trends through differentiated curation of new products.
