"Beyond MZ Generation to Target MZ Kids" Lotte Mart Infuses 'Kikangs' Trend into Products

"Exciting Bath Play & Relax Baby Massage"
Keycance's Signature Product 'Bath Play Bath Bomb' Planned for Release
Cultural Center Classes Also Held, "Will Diversify Experiential Promotions"

Customers are trying out products at the baby wash section of Lotte Mart Gwangbok Branch.

[Asia Economy Reporter Yuri Kim] Lotte Mart announced on the 8th that it is targeting consumers enjoying 'Kikangseu (Kids + Vacance)' this summer by expanding unique products and preparing related cultural center programs.

Kikangseu is gaining great popularity among consumers with young children as it offers a safe place to avoid the spread of COVID-19 while experiencing unique activities and play education. Lotte Mart is introducing various products aimed not only at the emerging MZ generation (Millennials + Generation Z) but also at the children of the MZ generation.

Recently, consumers seeking various types of 'bath play bath additives' used for indoor water play, such as foam, slime, and bath bombs, which are considered representative Kikangseu products, have been increasing. In early last month, Lotte Mart expanded the number of unique baby wash products related to bath play by more than 25% compared to the previous year to align with the Kikangseu trend. As a result, total baby wash sales in July increased by more than 20% year-on-year. Lotte Mart stated, "We are striving to capture not only the young generation in their 20s and 30s but also kids consumers, including their children."

With the summer vacation approaching, Lotte Mart predicts the Kikangseu trend will continue to rise and has launched various exclusive and special planning products of bath play bath additives. A representative product is the large-capacity planned product 'Snow Buddy Whipping Foam Cleanser,' created in collaboration with the brand 'Snow Buddy,' which has sold 1.6 million units of infant body cleanser. They also prepared a 1+1 planned product of the powder-type bath additive 'Cloud Bath Time,' which can create cloud-shaped foam even in small quantities.

They also sell various products for unique bath play. These include 'Bath Slime,' which creates slime in water; 'Color Bath Time,' which mixes colors to create desired hues; and 'Pingpongpang Figure Bath Additive,' which reveals a random figure when dissolved in water.

Various special lectures and experiential promotions are also being held. In the fall semester of the Lotte Mart Cultural Center starting on the 12th, classes will be conducted where participants can try out infant body products sold in stores and receive discount coupons for those products after the course. A bath class using Snow Buddy’s new sound-producing bath additive 'Bath Tok Tok' has been prepared, and a Relax Baby Massage course using Johnson’s Bedtime Oil will offer guardians and children the opportunity to learn acupressure massage that boosts immunity and enjoy healing time with aromatic essence scents.

For customers who want to try bath play bath additive products before purchasing, Snow Buddy sample experience booths will be operated at more than 10 stores nationwide.