CJ OnStyle Beauty Broadcasts Up 23%
Strong Sales Driven by Increased Skincare Demand
More Travel Packages Scheduled
This year, due to increased outdoor activities and the lifting of mandatory indoor mask-wearing, the reopening (resumption of economic activities) has significantly changed the home shopping broadcast lineup. Beauty, fashion, and travel product broadcasts, which had decreased in proportion since the COVID-19 pandemic, are now prominently featured.
According to an analysis of TV home shopping programming by CJ OnStyle on the 6th, beauty category broadcasts last month totaled about 130, a 23% increase compared to the same period last year. In particular, demand for skincare products increased as people sought to care for skin previously covered by masks, resulting in strong sales. The premium skincare device brand DualSonic, which aired twice on the 22nd and 23rd of last month, recorded orders worth 3.5 billion KRW, gaining great popularity.
The number of broadcasts for domestic hotel vouchers also grew by 23%. On the 14th of last month, over 2,300 people inquired about the Lotte Tour Okinawa 3-night 4-day package, and on the 24th, about 3,400 people requested consultations for the Dubai, Spain, and Portugal 10-day package. CJ OnStyle plans to schedule a total of 15 overseas travel product broadcasts by the 19th of this month and conduct a travel subsidy promotion.
At GS Shop, programming for fashion and beauty increased by 20% each. In the fashion category, sales of luxury clothing such as Burberry coats, jackets, and Gucci scarves rose by 40% compared to the previous month. In the travel category, Japan recorded the highest number of reservation consultations at 3,000 to 4,000, while Europe saw around 2,000, showing strong demand.
At Lotte Home Shopping, beauty broadcasts increased by 10%. The beauty product lineup was significantly strengthened, ranging from basic cosmetics to foundation and eyelash nutrients. As a result, products like AHC eye cream (25,000 sets) and Dermacure Bebe skin cream (10,000 sets) sold well. While there were no overseas travel product broadcasts in January last year, they are now aired two to three times a week. The reservation count for the Kyowon Tour Osaka package broadcast on the 24th of last month reached 5,500.
At Hyundai Home Shopping, the proportion of programming for fashion, accessories, sportswear, beauty, and travel increased. Last month, these five product categories accounted for 20% more than the previous year. The category with the largest increase in weekly broadcasts was beauty, which expanded by 15% compared to last year. The Carol Frank cream broadcast on the 28th of last month doubled its sales compared to November last year and sold out within 65 minutes. On the same day, reservation consultations for the Vietnam Da Nang package tour increased by 50%.
A home shopping industry official said, “Welcoming the new year, we have continuously introduced fashion and beauty products reflecting reopening demand, receiving positive responses, and overseas travel demand is also high. Amid the industry-wide downturn continuing since last year, the lifting of indoor mask mandates is expected to help activate consumption, and we are quickly scheduling related products in line with customer demand.”
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