"Live Broadcast for People in Their 60s"... 11st Launches Entertainment Corner 'Hallex'

11st will launch an entertainment-style live broadcast segment called 'Hallex' targeting customers aged 60 and over.

[Asia Economy Reporter Lim Chun-han] On the 28th, 11st announced that it will launch an entertainment-style live broadcast corner called ‘Hallex’ targeting customers aged 60 and over.

Hallex is a combination of the words grandmother/grandfather and Flex, targeting the senior demographic aged 60 and above who do not hesitate to spend time and money on grooming and self-care.

The main products introduced in the broadcast will include health supplements, cosmetics, and premium travel packages. The show hosts will be actors in their 60s, with the first broadcast featuring hosts Choi Ja-in and Kim Ho-yeon, both in their 60s and 70s. Events maximizing the entertainment elements of Live11, such as video letters to sons and daughters and phone connections for comment stories, will also be held.

In the first broadcast, RYUN’s coloring shampoo, which has gained word-of-mouth for its gray hair coverage effect, will be sold. A set consisting of coloring shampoo and treatment will be offered at a discount of up to 35%. During the broadcast, 10 customers who verify their purchase will be selected by lottery to receive shampoo, and the top 5 buyers will be given Baskin Robbins gifticons.

An 11st official said, “Hallex is content that stimulates empathy and nostalgia for senior customers to encourage voluntary flexing, and induces a filial gift flex for parents among customers in their 30s and 40s.”

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