CJ OnStyle's Premium Beauty Strategy Works... 3040 Customers Surge

'Beauty Big Spenders' 3040 Age Group Exceeds Half
Beauty Specialty Store 'Beautiful Shop' Drives Growth Effect

CJ OnStyle announced on the 23rd that sales of high-functional beauty products have significantly increased, especially among the 30s and 40s age groups.

According to CJ OnStyle, from January 1 to April 30 this year, sales of high-functional premium beauty brands increased by 139% compared to the previous year. The growth was driven by consumers in their 30s and 40s. During the same period, the growth rate of the 30s and 40s age groups in total beauty sales reached 18%, which is double the growth rate of the 50s and 60s age groups, known as the main customers of home shopping.

More than half of the customers purchasing premium beauty brands launched this year, such as VT, Est?e Lauder, Roma Shampoo, Nutserin, and Mediheal Cube, are in their 30s and 40s. On the mobile live broadcast of VT PDRN Needle Shot on the 5th of last month, 62% of the buyers were from the 30s and 40s age groups.

This is the result of CJ OnStyle differentiating itself in the beauty platform market, which is centered on mid-priced indie brands, by offering functional premium products and increasing accessibility to high-involvement products through detailed demonstration live broadcasts. The beauty specialty section ‘Beautiful Shop(#)’, launched on CJ OnStyle’s mobile application last November, has attracted great interest from customers in their 30s and 40s.

Beautiful Shop is a specialty section that consolidates CJ OnStyle’s beauty curation capabilities, featuring high-functional brands that were previously only accessible through department store first-floor brands or SNS channel group purchases, aesthetic brands that are difficult to buy even through direct overseas purchase, and mid-priced indie brands. On mobile, two-way beauty live programs such as 'Get It Beauty Friends' and 'Transfer Beauty', and on TV, 'Beautiful Shop' are also popular.

CJ OnStyle is also preparing for the first launch broadcast of Mediheal Cube’s latest device, ‘Age R Ultra Tune 40.68’, on May 25. This month alone, it has demonstrated its competitiveness as a ‘new product hotspot’ by being the first in the industry to introduce premium beauty devices such as Rejuran’s ‘Rejulief’ and Great Hair’s ‘Steam Clinic Scalp Hair Essence Treatment’.

A CJ OnStyle representative said, “As professional live broadcasts and well-established product reliability are added to the beauty brand lineup, the influx of customers in their 30s and 40s is rapidly increasing,” and added, “Through a single platform encompassing both mobile and TV, we will quickly introduce new beauty products to customers and demonstrate strong branding content competitiveness to our partners.”

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