Trend toward preference-driven consumption on the rise

CJ Olive Young's Myeong-dong Street store during the September Olive Young Sale. [CJ Olive Young]
CJ Olive Young's Myeong-dong Street store during the September Olive Young Sale. [CJ Olive Young]

Niche, preference-driven products drew significant attention during CJ Olive Young's September Olive Young Sale.

CJ Olive Young said Monday that an analysis of search and purchase data from the sale — held from Aug. 30 to Sept. 5 — revealed a clear trend toward personalized product choices. The Olive Young Sale is a regular discount event held four times a year, in March, June, September and December.

Products tied to the "home spa" trend led sales during the period. On the online store, searches for "hair pack" and "hand pack" rose 68 percent and 69 percent, respectively, compared with the same period last year. Interest was particularly strong in products focused on sebum control and waste removal. Searches for "sebum-absorbing packs," which draw out and remove sebum, jumped roughly fivefold year-on-year, while searches for "heat packs" that use warmth more than doubled.

A Sanrio Characters series — an intellectual property collaboration product line — also proved popular. On the first day of the sale, "Sanrio" and "Hello Kitty" ranked among the top three search terms on the online store. Standout items included the Ten by Ten Regional Hello Kitty Figure Keyring Set, which brings together Hello Kitty designs from 12 regions across the country, and the Jeongnam Mimyeong-gwa Gongju Chestnut Bread, featuring the chestnut, a specialty of Gongju in South Chungcheong Province.

"We will continue to quickly capture shifts in customer interest and consumption, and lead beauty and wellness trends through differentiated curation that helps customers discover new products," a CJ Olive Young official said.


soho0902@heraldcorp.com