CJ Olive Young, SF9 Collaborate on 'Olive' Body Fantasies Campaign

Beauty-Focused Mobile Live Broadcast
Interactive Communication via Real-Time Chat

[Asia Economy Reporter Minyoung Cha] The retail industry's 'Labang (live broadcast)' is evolving beyond real-time shopping channels into a platform where cultural content can also be enjoyed.

CJ Olive Young announced on the 11th that it will hold a live shopping broadcast of the 'All Live' Body Fantasies edition through its official mobile app starting at 10 PM on the 12th.

All Live is a beauty-specialized mobile live broadcast service first introduced by CJ Olive Young in the industry. Each episode features specially curated products and hit items showcasing beauty trends that can only be found on 'All Live.' It also features real-time chat functionality, enabling two-way communication with customers and adding fresh entertainment value.

In particular, CJ Olive Young has actively targeted the live commerce market with an evolving format each episode. They have enhanced informational content such as counseling sessions with beauty experts like makeup artist Yoo Hwa-i and Jenny House director Seo Ha. In June, a member of the idol group Golden Child appeared, drawing attention. They also introduced new products first through live broadcasts under the concept of 'new product ticketing.'

This All Live is planned under the concept of a 'virtual fan meeting.' It is the fragrance body care brand 'Body Fantasies' edition, where former members of the idol group SF9 will appear on the broadcast to hold an online fan meeting. Two special sets, each composed of two types of Body Fantasies mists, and nine individual body mist products featuring scents inspired by each SF9 member will be offered at special prices. The SF9 members will share various stories related to fragrances and interact with viewers through personal skills, games, and events.

During the broadcast, customers who purchase any Body Fantasies product will receive a kit consisting of a body mist miniature and an SF9 photo card on a first-come, first-served basis. Additionally, customers who provide purchase verification will be entered into a draw to win Body Fantasies special sets, CDs signed by SF9, beach bags, and beach towels. Furthermore, on the official online mall, from 10 PM to midnight on the 12th, customers who purchase Body Fantasies All Live special products worth over 20,000 KRW will receive a 2,000 KRW discount coupon. A surprise shopping cart coupon usable at stores nationwide will also be revealed during the broadcast.

A CJ Olive Young official stated, "We are focusing on creating live broadcast content that is enjoyable as well as trendy products targeting the core 2030 MZ generation customer base. We will differentiate ourselves and enhance competitiveness not only through live commerce for mobile shopping but also by leveraging rich content and synergy between online and offline channels."