Lux Beauty section sales up 43% year-on-year from January to May; Hermès, Miu Miu among brands driving differentiation
CJ OnStyle said Tuesday its sales jumped after adding global luxury beauty brands including Hermès Parfums, Gucci Beauty and Miu Miu Beauty to its platform.
An analysis of sales from more than 70 beauty brands carried in the Lux Beauty section of CJ OnStyle's mobile app from January through May showed a 43 percent increase from the same period last year.
Several brands posted sharp year-on-year gains in the months they held live broadcasts this year — SK-II up 418 percent, Decorté up 497 percent and René Furterer up 904 percent. Hermès recorded a 218 percent year-on-year sales increase during a live broadcast held in May. Sisley and Clé de Peau Beauté saw monthly sales reach 25 times and 30 times their prior-year levels, respectively, in months when they appeared on programs including "Yoo In-na's Get It Beauty."
CJ OnStyle has been pursuing differentiation by bringing in premium beauty brands that anchor department store ground floors, including Hermès, Sisley, Clé de Peau Beauté, Maison Margiela Fragrances, Laura Mercier and Decorté.
The average transaction value for premium beauty purchases on CJ OnStyle reached 240,000 won (about $174) last year. According to WiseApp·Retail, CJ OnStyle ranked first among major online general shopping platforms last year in both average payment per transaction and average payment per customer.
spa@heraldcorp.com
