CJ Olive Young Selects 'M.I.N.G.L.E' as This Year's Year-End Keyword

Analysis Results of 110 Million Purchase Data Records

Customers visiting the 2022 Olive Young Awards & Festa are experiencing a variety of products. (Photo by CJ Olive Young)

[Asia Economy Reporter Lim Chunhan] CJ Olive Young announced on the 20th that after analyzing approximately 110 million purchase data, it selected this year’s trend keywords as ‘M.I.N.G.L.E.’

M.I.N.G.L.E stands for ▲Consumers who seamlessly enjoy both online and offline shopping (Multi shoppers) ▲Consumption polarization due to inflation (Inflationary Janus) ▲No-mask beauty with the lifting of mask mandates and recovery of outdoor activities (No-mask beauty) ▲The emergence of game changers shaking up the market (Game changer) ▲The era of life pleasure enhancing quality of life (Life pleasure) ▲Experiential consumption spotlighted for finding one’s own taste (Exploring new).

The number of customers enjoying shopping through various channels and services such as offline stores, online malls, mobile applications (apps), live broadcasts, and mobile gifting is increasing. Among Olive Young’s 12 million membership members, about 51% use both online and offline channels. The phenomenon of consumption polarization is becoming more prominent. Among the top 100 popular products this year, over 60% were planned products composed of promotions such as one-plus-one (1+1) and additional gifts, while premium brand sales also grew by 38% compared to the previous year.

With the lifting of the outdoor mask-wearing mandate, products related to outdoor activities showed rapid growth. From January to November, sales of color cosmetics increased by 50% compared to the same period last year. The beauty and health market saw numerous rookies emerge, rapidly changing the landscape of popular brands and products. At the 2022 Olive Young Awards, new number one products were born in 12 out of 27 traditional categories.

Lifestyle product categories are also making great strides. A representative example is comfortable underwear, which rose with the body positivity trend, with sales of patch bras, bralettes, and women’s boxer briefs surging by 87%. It was a year marked by a consumption trend of finding one’s own individuality and taste. Palette-type eyeshadows composed of about ten diverse colors were popular, and ‘hyang (香) body’ brands emphasizing signature scents appeared one after another.

An Olive Young official said, “This year, despite the unstable economic situation, the trend of consuming according to individual needs and routines stood out, resulting in a complex blend of various consumption forms. We plan to actively discover products and brands that customers want and continue to lead beauty, health, and lifestyle trends.”

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