Lookbooks Featuring Models in Their 50s and Slow-Aging Diets Introduced
Channel Revamped to Specialize in Senior Content
Marketing Strategy Targeting Core Home Shopping Customers
Lotte Homeshopping announced on the 13th that it will expand content targeting middle-aged and older adults on its official YouTube channel 'LotTube,' including lookbooks featuring models in their 50s, countryside house tours, and slow-aging diets.
The day before, it launched a living program called 'Our Home Tour,' reflecting the demand from viewers in their 50s and 60s dreaming of rural life after retirement. The program features a 'virtual house tour' concept, visiting the homes of ordinary middle-aged and older adults who have realized their dream of owning a detached house, sharing home introductions, interior tips, and frequently used home appliances. Products featured in the videos can be purchased through links on the Lotte Homeshopping mobile app.
Earlier, in November last year, it also launched a cooking program called 'Healthy Meals,' introducing 'easy and simple healthy recipes.' Considering the characteristics of middle-aged viewers, the program increased subtitle size and used calm music. Diets reflecting the well-aging trend, such as low-sodium fresh kimchi and whole wheat pasta, gained popularity, achieving 200,000 views within seven episodes. In December, it introduced lifestyle content called 'Shopping Interference,' featuring a model in her 50s, 'Dajeonghan Unni Sunny.' The content, aimed at active seniors, includes lookbooks using exclusive fashion brands, youthful makeup, and morning routines for slow aging, attracting attention.
Lotte Homeshopping's expansion of YouTube content targeting middle-aged and older adults is part of a senior marketing strategy aimed at the core TV home shopping customer base of viewers in their 50s and 60s. Last year, during the revamp of the paid membership program 'L Club,' healthcare benefits were added, resulting in a doubling of subscribers, 60% of whom were customers in their 50s and 60s. Based on these achievements, the company plans to expand targeted marketing through content commerce to enhance the 'lock-in' effect for senior customers.
Jihyun Jeong, head of Lotte Homeshopping's Content Development Lab, said, "We will expand commerce-type content that combines differentiated products and useful information, increasing shopping synergy across multiple channels such as TV, mobile, and social networking services (SNS) in the future."
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