[Getty Images Bank]
[Getty Images Bank]

"Every time I get on the subway, there's a sour smell. It ruins my morning."

A sweat-odor caution is in effect as a relentless heat wave pushes midday temperatures close to 40 degrees Celsius, making sweat-management products a summer essential. Kim, a 28-year-old office worker, said too many commuters smell of sweat when they reach for overhead handles on the bus. "I wear deodorant in summer so I don't bother other people," she said.

Men are no exception. Yoon, a 29-year-old office worker, bought deodorant back in May, before the heat set in. He had used spray formulas in the past but switched to a roll-on this year for more targeted application. "I sweat a lot on my back, so deodorant is a must," he said, adding that he tried both powder and liquid formulas before settling on the liquid. "Using deodorant means I don't have to worry about body odor all summer," he said.

As more consumers share Yoon's concern, sales of related products are climbing. At CJ Olive Young's online store, searches for sweat-related terms — including "sweat," "heat rash" and "sweat control" — rose 20 percent in the week of July 30 to Aug. 5 compared with the previous week of July 23 to 29. Searches for cooling-related terms such as "cooling," "cooling spray" and "cooling tissue" also increased 20 percent over the same period.

The growth is reflected in actual sales. CJ Olive Young's analysis of its "survival beauty" category from April 1 through July 31 found that sales of oil and sweat care products — including makeup fixers, face powder, deodorant and hair fixers — rose 29 percent from the same period a year earlier.

Musinsa Beauty also saw a sharp rise in deodorant demand. Sales over the 14 days from July 24 to Aug. 6 jumped 52 percent compared with the same period last year.

Skin care products are gaining traction as well. As consumers dress more lightly in the heat, more are turning to tone-up and brightening lotions to even out their complexion. On CJ Olive Young's online store, searches for tone-up products and underarm discoloration products surged 72 percent and 45 percent, respectively, in the two weeks from July 1 to 14 compared with the preceding two-week period.

"As temperatures rise, sweat and sebum production increases, and more consumers are looking for products to reduce summer discomfort," an industry official said. "Demand is becoming more segmented, extending beyond deodorant to cooling, oil control and tone-up products."


siuu@heraldcorp.com