7-Eleven "Growing Influence of Grooming Tribe... Lip Care Sales Up 70%"

Convenience store 7-Eleven announced on the 27th that sales of lip care products among male consumers have increased by 70% compared to the same period last year.

A model is looking at lip care products at Seven Eleven.
[Photo by Seven Eleven]

The sales growth rate among female consumers was about two-thirds that of male consumers, with lip care at 45% and moisturizing products at 60%. Looking at the overall sales growth rate, lip care sales increased by 55% and moisturizing products by 80% compared to the same period last year, showing that male consumer sales exceed overall sales.

The influence of male sales in the convenience store H&B category, including cosmetics, is steadily increasing. This is because the growing number of grooming enthusiasts has led convenience stores to expand product assortments targeting them. Looking at 7-Eleven’s lip care sales rankings, the basic Nivea Lip Care Moisture leads, followed by Nivea Men Active Lip Care ranking high. Accordingly, recently, H&B products targeting male consumers with colorless and odorless items and subtle tinting have been expanded.

In line with this, 7-Eleven has also introduced the lip care brand ‘Blistex,’ which is gaining recognition on SNS and male beauty-related cafes. In October, when full-fledged autumn weather is expected, the company is considering adding moisturizing lotions, hand creams, body creams, and other products that can be conveniently purchased at nearby 7-Eleven stores.

Jeon Do-hee, MD of the 7-Eleven Lifestyle Services Team, said, “In recent years, the purchasing power of male consumers for H&B products has rapidly increased, and 7-Eleven is responding to this demand by actively introducing related products.” She added, “As gender boundaries regarding cosmetics and beauty care products are breaking down, we expect the number of men purchasing related products to continue to increase, and we will strive to understand their needs and introduce high-quality products.”

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