Emerging ‘Survival Beauty’ Trend Dominates CJ Olive Young's June Sale

CJ Olive Young announced on the 4th that its analysis of purchasing data from its June sale, held from May 31 to June 3, indicates a rapid emergence of ‘Survival Beauty’ as consumers brace for early heat waves. Notably, sun care has captured significant consumer attention, with the term ‘sunscreen’ ranking as the second most searched keyword in their online store during the initial four days of the sale.

The trend of ‘Sun Layering’—an approach where consumers utilize multiple forms of sun protection—is on the rise, highlighting the importance of adaptability in product offerings. Customers are now inclined to apply sunscreen before heading out and continuously reapply portable sun care products during outdoor activities. This behavioral shift signifies a need for brands to diversify their sun care formulations to cater to this evolving consumer expectation.

Furthermore, the segmentation of sun care products points to a broader market trend toward personalization. Launching products like lightweight sun serums and convenient stick or spray options allows customers to tailor their sun protection to different contexts. During the sale period, interest in ‘sun powder’ surged, with search volume increasing by 284% year-over-year. This shift illustrates a lucrative opportunity for brands to innovate in product types and formulations to meet diverse consumer needs.

Additionally, a growing awareness regarding sweat and odor management has been reflected in sales trends. Search volumes for keywords related to body odor saw a staggering 98% increase, while queries concerning 'scalp odor' rose by over 80% compared to the previous year. In response, CJ Olive Young has expanded its deodorant offering across various formats, including sticks, roll-ons, and sprays, suggesting a move towards providing comprehensive body care solutions.

The initiative is part of CJ Olive Young’s ongoing 'Survival Beauty' campaign launched in April, which focuses on curating beauty and wellness products across four themes: UV care, trouble care, oil and sweat care, and cooling care. The top-selling products during the sale included items like Gu Daol’s Clear Houttuynia Cordata Calming Moisture Sunscreen and Biore’s UV Aqua Rich Aqua Protect Mist, signaling strong buyer interest in effective and innovative formulations.

Through this June sale event, which features over 32,000 products with special pricing or promotional offers, consumers have access to trending items ideal for summer. Notable products include Rael’s Airy Cool Cotton Cover Pads and Laboh’s UV Protector 365 Roll-On Sun Serum, among others. This expansion of product offerings illustrates the scope for retailers to capitalize on market shifts and emerging trends.

To enhance customer engagement, the sale leverages a coupon system that provides discounts at scheduled intervals—further reinforcing the importance of structured consumer incentives during peak buying periods. This reflects a strategic move towards balancing online and offline retail experiences through promotions.

Olive Young's spokesperson noted that the increasing urgency to respond to high temperatures and climate variations has propelled the ‘Survival Beauty’ concept into a new summer beauty trend. By prioritizing consumer needs in their product curation, they aim to maintain a leadership position within the competitive landscape of beauty retail.