CJ Olive Young to expand men's product line

South Korea's health and beauty store chain CJ Olive Young on Thursday said its study of customer data over the past three years found that the proportion of men among its first-time customers rose 50%.

Based on the number of Olive Young members, the share of first-time buyers who were men rose from 20% in 2021 to 30% this year. The product line for men was also expanded from skin care and shaving products to those of trouble management skincare, tone-up sunscreen, color lip balm and hair treatment.

The study found that men in their 20s and 30s had a stronger tendency to compare and buy such products themselves. Among sales of men's cosmetics and beauty items at the chain through June, the volume directly purchased by male members rose nearly 40% from the same period last year.

"An analysis of purchases by male customers in their 20s and 30s who use Olive Young found that interest in showing clean skin and fragrance and hairstyling increased in summer," a CJ Olive Young source said. "We plan to continuously discover products in high demand from male consumers and develop men's care brands based on actual user reviews."

Write to Soo-Jung Ha at agatha77@hankyung.com