"Perm at Home"... Self-Beauty Sales Smile Bright

[Asia Economy Reporter Yujin Cho] As staying at home due to remote work and other reasons has prolonged, purchases of cosmetics and clothing have decreased, while the number of people who do not even visit hair salons and instead handle hair dyeing and perming at home is increasing.

According to Lotte Home Shopping on the 24th, since the full-scale spread of the novel coronavirus infection (COVID-19) until recently (February 1 to September 21), sales of hair dye increased by 815% (8 times), and hair essence products grew by 267% (2 times).

During the same period, SSG.com saw sales of perm products increase by 158.1%, and sales of hair mousse and spray products rose by 173%. A Lotte Home Shopping official said, "As the stay-at-home life lengthened, demand grew for functional hair products that allow people to care for their scalp and hair by themselves, as well as self-use products that enable people to do hair dyeing or perming at home, which they used to get at hair salons."

In the case of CJ O Shopping, the order amount for hair care products increased by about 11%, and the order quantity rose by about 15% this year. The 'Sunsu Gold Label Salon Hair Dye (final selling price around 70,000 KRW)' sold as a 10-package set by CJ O Shopping has sold more than 3,000 sets on average per broadcast this year, and the 'Re:Z K R Black Shampoo' full package (final selling price around 90,000 KRW), which adds gray hair care function to hair loss management, has been a hit in every broadcast, enjoying high popularity.

LG Household & Health Care's 'Silk Therapy,' which CJ O Shopping recently held a maximum volume special exhibition for, has achieved cumulative sales of 2.5 billion KRW this year alone. The 'Therapic Scalp Serum' also exceeded 50% of its target amount in the broadcast on the 30th of last month with a large volume configuration.

On the other hand, related product categories at Olive Young and Gmarket, where mainly single items are sold, showed growth rates similar to the previous year. Gmarket recorded sales growth rates of 4-6% for hair dye and perm products this year.

An industry official said, "Although overall hair product sales have decreased as outings have reduced and time spent at home has increased, the related market is growing as people who feel burdened by sitting for long hours at hair salons are turning to self perming and dyeing."