CJ OnStyle Launches Armani Beauty... Expanding Premium Beauty Lineup

Following the Est?e Lauder Live Craze, Armani Beauty Joins In
'LUX Section' Launched in Mobile App's Beauty Specialty Store
"Actively Targeting the Premium Beauty Market This Year"

CJ OnStyle announced on the 8th that following the live broadcast craze of Est?e Lauder, it will introduce the Italian couture beauty brand 'Armani Beauty' this year. Known as the 'foundation master,' Armani Beauty is a brand that focuses on creating luxurious skin with clear and elegant color expression.

Est?e Lauder, which first entered CJ OnStyle in April last year, achieved sales results 2 to 3 times higher than the target in every live broadcast. Its growth has also been steep since its entry. Over the past six months (from October last year to March this year), the order amount for Est?e Lauder on CJ OnStyle has doubled compared to the previous six months.

Image of the 'Armani Cushion' launched by CJ OnStyle. (Photo by CJ OnStyle)

CJ OnStyle is targeting the premium beauty market due to the growing interest in 'slow aging,' which emphasizes aging healthily. Earlier, to strengthen its premium beauty strategy, CJ OnStyle opened the 'LUX' section curated exclusively with premium beauty products within its mobile app's beauty specialty store at the end of last year. Since its opening until the 16th of last month, the average click-through rate of the LUX section has been twice that of the general beauty specialty store.

Premium beauty brands have an increasing desire to showcase their product competitiveness through live broadcasts. Accordingly, Armani Beauty will present the 'Power Fabric Longwear Weightless Matte Cushion' on CJ OnStyle's 'Choi Hwajung Show' at 8:45 PM on the 9th.

A CJ OnStyle official stated, "Premium beauty brands, which are diversifying their sales channels, are expanding customer touchpoints through live broadcasts that allow intensive product introductions and interactive communication with customers. We plan to actively target the related market by expanding the premium beauty lineup through the synergy of beauty-specialized IPs like Get It Beauty and the mobile app beauty specialty store."