CJ Olive Young announced on the 4th that amidst rising temperatures, the recent data from the June sale, held from May 31 to June 3, revealed a significant shift toward 'Survival Beauty' trends. This adaptation responds to increasing consumer demand for effective sun care solutions, as the company noted a marked uptick in sun care product inquiries, particularly sun creams, which ranked second in the online mall's most popular search terms during the sale.

The 'Sun Layering' trend, characterized by combining multiple sun care formulations such as sticks, sprays, and powders, is rapidly gaining traction. Consumers are now engaging in layering practices that involve applying sun stick or makeup fixer on the face, while opting for spray or deodorant for other body parts, reflecting a shift in usage patterns and an increasing sophistication in consumer behaviors regarding sun protection.

As sun care products diversify, the market is witnessing the introduction of innovative variants, such as sun serums with enhanced moisturization, portable sticks, convenient sprays, and setting powders. Notably, searches for 'sun powder' during this sale increased by 284% compared to the previous year, signifying an expanding consumer base responsive to varied product formats. Additionally, the category's scope has broadened to include sun-protective hand creams and hair mists, which speaks to a holistic approach to UV protection.

Consumer behavior is also shifting regarding sweat and body odor control products, indicated by a 98% increase in 'body odor' keyword searches, and an 80% rise in inquiries about 'scalp odor' compared to the same period last year. In response to this growing concern, Olive Young is expanding its deodorant offerings to include roll-ons, sprays, and wipes, underscoring a strategic move to capitalize on emerging consumer needs.

Beginning in April, Olive Young launched a 'Survival Beauty' campaign tailored to tackle high temperatures and humid weather. The campaign curated beauty and wellness products across four themes: UV care, trouble care, oil and sweat management, and cooling care. Products from renowned brands like GuDahl, Biore, and So Natural are already among the top sellers in their respective categories during the sale.

The June sale, ongoing until the 6th, features over 32,000 products available at special prices, including summer-focused trend items such as Rael's airy cooling sanitary pads and Laboh's UV protector 365 roll-on serum. This extensive product offering highlights the company's commitment to addressing the seasonal diversity in consumer preferences.

Additionally, each day during the sale, Olive Young is implementing hourly coupons redeemable online and offline, encouraging higher sales volume and driving customer engagement through strategic discount incentives. An Olive Young representative noted the distinctive trend of 'Survival Beauty' responding to drastic weather changes and climate fluctuations, reinforcing their commitment to proactive curation that meets consumer needs and enhances brand relevance.