Cumulative Orders Surpass 53 Billion Won
Women in Their 50s Account for Over 50% of Orders
Lotte Home Shopping announced on April 24 that it will hold a special live broadcast inviting customers on April 27 to celebrate the first anniversary of the launch of the star show host Dong Ji-hyun's Beauty Collection. As the company has been strengthening its competitiveness in beauty products since the beginning of this year, it aims to attract customer interest through interactive content.
This live broadcast will invite 24 customers out of 4,400 who have consistently watched the program and have a high number of repeat purchases, allowing them to participate in person. During the broadcast, show host Dong Ji-hyun will communicate with customers in real time, share product reviews and user experiences, and focus on building rapport with the audience. At the event venue, a beauty experience zone where customers can try popular products and a photo zone to commemorate participation in the broadcast will also be operated, maximizing the customer participation experience.
Dong Ji-hyun's Beauty Collection is a beauty-focused program launched last year by Lotte Home Shopping to strengthen its competitiveness in the beauty sector. Dong Ji-hyun, a top star show host with 25 years of experience in the home shopping industry, directly participates in product planning, which has earned high customer trust due to the program’s authenticity. The show airs twice a week: every Sunday at 10 a.m. in a fixed time slot and once during the week in a special slot.
The program mainly features high-performance cosmetics imported directly from overseas. To date, it has aired 100 episodes and surpassed a cumulative order amount of 53 billion won. In the two months following its launch, it achieved eight consecutive sell-outs, and the total number of sell-outs has reached 32. In addition, women in their 50s account for half of all orders, demonstrating a strong fan base in this age group.
Since March this year, Lotte Home Shopping has increased its monthly average beauty product programming by more than 20% compared to the previous year and has roughly doubled the scale of new product launches, further strengthening its competitiveness in beauty. Going forward, the company plans to continue introducing K-beauty brands and lead beauty trends in the industry.
Jung Yoonsang, Head of Broadcast Production at Lotte Home Shopping, said, "This first anniversary broadcast is more than just a celebration; it is prepared with the hope of becoming a valuable opportunity for communication with the customers who have been with us so far." He added, "We will continue to expand interactive content that actively reflects the voices of our customers and lead beauty trends in the industry."
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