"Staying Home and Heatwave..." Market Kurly Sees 'Beautycation' Popularity Over Vacations

Market Kurly, Aloe Mask Pack.

[Asia Economy Reporter Yuri Kim] Market Kurly announced on the 26th that beauty products for self-care at home are gaining popularity due to the 'beautycation' trend, where people spend their vacations at home instead of resort destinations.

'Beautycation' is a compound word of Beauty and Vacation, referring to a new vacation trend of relaxing and taking care of oneself at home instead of going on a trip. Last month, with the average highest temperature in Seoul reaching 32 degrees Celsius, marking the second highest heatwave on record, combined with the implementation of social distancing level 4, the trend of safely spending summer vacations at home rapidly emerged. As beautycation has become a new vacation trend, sales of beauty products that allow easy care of skin, hair, and more at home have also been increasing.

Looking at the beauty product trends sold on Market Kurly throughout July, products useful during the heatwave were popular. Mask packs, which provide quick effects in about 10 minutes of use, accounted for 22% of skincare sales. Sales of aloe mask packs, known for their excellent soothing effects, increased by 92% compared to the previous month, and products that help with moisture replenishment such as tea tree and hyaluronic acid also showed high sales. Among hair care products, sales of cooling shampoos that provide a refreshing sensation increased by 210%, and cooling sprays with scalp-soothing effects rose by 85%. Hair packs that help manage dry and damaged hair also increased by 85%, with products rich in nutrients such as argan oil and baobab seed being popular.

Beauty tools for home use also greatly benefited from the beautycation boom. Sales of cosmetic refrigerators increased by 218%. Exfoliators rose by 185%, while shampoo brushes and shower puffs increased by 47% and 41%, respectively.

From August 16, when the heatwave subsided and the autumn monsoon began, products rich in nutrients gained popularity. Looking at sales from August 16 to 24, a 9-day period, hair serum products that add shine and vitality to hair increased by 59% compared to the previous period (August 7?15). Oil products that balance skin’s oil and moisture increased by 33%, and ampoule products that provide concentrated nourishment to the skin rose by 23%. Additionally, trouble-specific patches that calm facial blemishes increased by 28%, and foot care products by 11%, showing a variety of beauty products gaining popularity.

In line with the growing interest in the beauty category due to the beautycation trend, Market Kurly announced it will hold the '2021 Dermo Beauty Week' until September 2. About 80 products from famous brands such as La Roche-Posay, Uriage, Av?ne, Bioderma, and Physiogel will be gathered and offered with discounts of up to 55%. Additional discount coupons for each brand will be provided daily.

This content was produced with the assistance of AI translation services.