1024 Means 'Gaeseong', 2534 Means 'Practical'... Olive Young's Mobile Gift Orders Up 130%

February 2020 Mobile Gift Service Launch
Last Year Order Amount Up 130%, Order Count Up 120%

CJ Olive Young, Mobile 'Gift Sending'.

[Asia Economy Reporter Yuri Kim] It has been revealed that preferred gift categories differ by age group even in the mobile gift market.

CJ Olive Young announced on the 26th that, based on an analysis of mobile 'Gift Sending' orders from March 1 to December 31 of last year, the order amount increased by 130% and the number of orders increased by 120% compared to the previous year.

Previously, Olive Young introduced the 'Gift Sending' service on its mobile application (app) in February 2020 to target the mobile gift market. After selecting a product, users can easily send gifts via message by pressing the gift button at the bottom. Leveraging its product expertise specialized in beauty and health, it curates customized products by gender, age, and price range, and also offers fast gifting within 3 hours through the 'Today Dream' immediate delivery service.

Looking at Olive Young's annual (January to December) 'Gift Sending' orders last year, many 'premium cosmetics' and 'health functional foods' ranked high among popular products. The premium vitamin 'Orthomol Immun Multivitamin & Mineral' topped the list, surpassing cosmetics and other products. Following this were major premium brand products such as ▲Moroccan Oil ▲Aveda ▲Bobbi Brown ▲Est?e Lauder.

Before last year's Lunar New Year and Chuseok holidays, health functional foods such as 'Lactofit Raw Probiotics Gold' and 'Solgar Women's Multivitamin & Mineral + Omega-3 Set' ranked high among popular products, supporting the strong presence of health functional foods as holiday gifts.

By age group, the 1024 generation (teens to early 20s) showed the highest mobile gift orders for color cosmetics (31%), basic cosmetics (26%), and fragrances (15%). This is interpreted as a high demand for makeup products and perfumes that allow personal expression. The 2534 generation (mid-20s to early 30s), which used the 'Gift Sending' service the most, mainly gifted basic cosmetics (28%), color cosmetics (14%), followed by health foods (11%) and hair products (10%). A tendency toward more practical gifts was evident. For those aged 35 and older, gifts mainly consisted of basic cosmetics and health foods.

Olive Young plans to accelerate its mobile gift market strategy this year by enhancing its own mobile gift service. In particular, based on its omni-channel strengths, it aims to expand differentiated competitiveness by introducing a 'Gift Pickup Service' within the year.

It is also strengthening gift curation based on customer purchase big data. Starting next month, the mobile app will publish 'Gift Filter' content recommending gifts by concept every month. In December last year, a new feature was introduced that showcases best products frequently gifted or highly wished for by recipients.

Meanwhile, Olive Young is conducting a Lunar New Year gift promotion at nationwide stores and on the mobile app until the 31st. Customers who use the 'Gift Sending' service for the first time on the mobile app with purchases over 20,000 won will receive a gift card, and events such as prize draws will be held for customers using the gift sending service.