Lotte Homeshopping Launches Health Supplement on YouTube Instead of TV, Enabling Direct Purchase

Transitioning Sales Channels, an Industry-First Attempt
Multi-Channel Product Provider Strategy
'Ippeojineun Yeoju Powder' Debuts on 'Lottube' on the 30th
Targeting Middle-Aged and Senior SNS Demand

Lotte Homeshopping announced on July 30 that it will exclusively launch a health supplement co-developed with an influencer through its official YouTube channel, 'Lottube,' becoming the first in the TV home shopping industry to do so.

Lotte Homeshopping Launches Health Food Products on YouTube for the First Time in the Industry. Provided by Lotte Homeshopping

The product, called 'Ippeojineun Yeoju Powder,' was jointly planned with Pilates instructor and diet expert Director Lee Moran. It uses domestically produced bitter melon as its main ingredient and is effective in helping manage blood sugar and body fat, as well as reducing swelling. To commemorate the exclusive launch, the company is offering various shopping benefits, including up to 20% discounts, free shipping, and credit card discounts.

This product launch is noteworthy because it goes beyond simple promotion; it represents a new attempt where YouTube content itself functions as a 'sales channel.' Traditionally, products were first unveiled on TV home shopping and then expanded to other channels. However, in this case, the product is first revealed on YouTube and directly linked to purchase. This approach is part of Lotte Homeshopping's 'multi-channel product provider' strategy, which aims to introduce differentiated products through various channels.

Lotte Homeshopping is continuously expanding content commerce collaborations with influencers, targeting the rapidly growing middle-aged and senior audience on YouTube. For example, 'Jinguk Samgyetang,' developed in partnership with cooking YouTuber 'Youngjassi,' who has 940,000 subscribers, sold out its prepared stock. Additionally, an exclusive fashion lookbook by Sunny, a popular model in her 50s known as 'Dajeonghan Unni Sunny,' also garnered significant attention.

Jung Ji-hyun, head of the Lotte Homeshopping Content Development Lab (LAB), stated, "As middle-aged and senior viewers are increasingly consuming content on SNS (social networking service) channels, changes are required in product planning and sourcing methods. We plan to expand multi-channel commerce differentiated from TV home shopping by combining content tailored for senior viewers with SNS-exclusive products to create commerce-oriented content."