Average Annual Order Amount Up 102% Over Three Years
Viewers per Broadcast Increase More Than Tenfold
Beauty-Focused Content Drives Success
CJ Olive Young announced on May 13 that its in-house live commerce channel, Olive Young Live, has reached a cumulative total of 1,000 broadcasts.
The global cosmetic brand Kiehl's is conducting a live broadcast at the Olive Young Live Studio. Provided by CJ Olive Young
Launched in 2019 and now in its sixth year, Olive Young Live is a live commerce channel that focuses on Olive Young's core product categories of beauty and health. Over the past three years, the average annual order amount has increased by 102%, and the average number of viewers per broadcast has surged more than tenfold, from 6,000 to 70,000. The company attributed this success to its "shoppertainment" (shopping + entertainment) content, which is specialized in beauty.
The key feature of Olive Young Live is that beauty influencers or makeup artists directly demonstrate products and share usage tips. Signature segments include "Skin Care#", which introduces skincare routines, and "K-Beauty Enthusiast's Pouch," where hosts showcase items from their personal pouches.
The record for the highest number of viewers was set in October last year during a "Skin Care#" broadcast featuring the beauty device brand Rejureaf. During the one-hour broadcast, 730,000 people tuned in, and the number of concurrent viewers nearly reached 40,000.
The cumulative number of brands that have participated in Olive Young Live has reached around 350. Emerging brands such as Mobning and Fivevibe made their Olive Young debut through Olive Young Live and have achieved strong results.
In October last year, Olive Young opened the Olive Young Live Studio, a facility dedicated to live commerce. The company also newly introduced the "Partner Live" program, which allows participating brands to independently host their own broadcasts.
Going forward, Olive Young plans to attract fanbase customers through original content. The company aims to build a dedicated Olive Young Live fandom by launching large-scale programs focused on beauty content, and to continuously expose participating brand products to customers who missed the initial broadcast through various live commerce formats, including replays and short-form content.
An Olive Young representative stated, "The 1,000th Olive Young Live broadcast is the result of our ongoing efforts to connect the values pursued by participating brands with customer enjoyment through the medium of live commerce," and added, "As a specialized channel that best showcases our participating brands, we will continue to strengthen our content competitiveness to maximize customer value."
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