Simultaneous TV Home Shopping and SNS Live... CJ O Shopping's 'Yojum Beauty'
[Asia Economy Reporter Seungjin Lee] CJ ENM O Shopping Division's beauty planning program 'Yojeum Beauty' is gaining attention for its fresh attempt to simultaneously broadcast on TV home shopping and social network service (SNS) live.
CJ ENM O Shopping Division announced on the 23rd that more than 15,000 sets of 'TIRTIR Rosemary Essence' were sold during the 'Yojeum Beauty' broadcast on the 11th. On that day’s broadcast, influencer Yubin Lee, CEO of 'TIRTIR' with about 200,000 followers, appeared in person and simultaneously conducted an Instagram live, attracting over 1,000 young customers in their 20s and 30s in addition to the existing home shopping customers.
CJ ENM O Shopping Division plans to expand the shopping space beyond TV to SNS, as it has been proven that interactive broadcasting?where famous Instagram influencers stream home shopping products live on SNS and communicate with followers in real time?has excellent customer attraction effects.
Before the live broadcast, products will be introduced in advance using the influencer’s Instagram feed to lead pre-orders, and during the live broadcast, product explanations and usage tips will be delivered through SNS live so that customers can experience CJ O Shopping’s products on more diverse platforms.
Accordingly, CJ ENM O Shopping Division will maximize customer contact points by collaborating with influencers during the 'Sep La Vie en Aurora Lip Collection' broadcast at 12:40 PM on the 25th. 'La Vie en' is a brand launched in 2017 by beauty influencer 'Pingsi Unni,' who has more than 140,000 Instagram followers. 'Pingsi Unni' is the CEO (Hyunseon Park) of the online beauty shopping mall 'Pink Secret' and has a strong influence by sharing professional beauty know-how.
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Jae-woong Lee, head of the Living Content Team at CJ ENM O Shopping Division, said, "As the influence of social influencers, who are frequently visited by young customers and possess expertise, grows, the paradigm of home shopping beauty broadcasts is also changing. CJ O Shopping will continue to provide differentiated shopping experiences to customers through new and fun attempts and quickly respond to the rapidly changing distribution and media environment."
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