[Edaily Reporter SHIN MIN JOON ] #CJ Corp. (Olive Young) announced that products reflecting consumers’ increasingly specific preferences—such as those designed for targeted care of specific body parts and those developed through intellectual property (IP) collaborations—are gaining popularity. This indicates that trend-driven consumption is on the rise.

Olive Young released these findings on the 6th after analyzing customer search and purchase data from the September Olive Young Sale (August 30–September 5). CJ Corp. holds the “Olive Sale,” a regular discount event held four times a year in March, June, September, and December.

In particular, the “home spa” trend—where people enjoy professional-level skincare treatments at home—was prominent during this Olive Young Sale. While face masks were traditionally used primarily as skincare products for moisturizing and soothing the face, their range of use has recently expanded, with consumers selecting specialized masks tailored to specific areas requiring care, such as hair and hands. In fact, during the Olive Young Sale period, search volumes for hair masks and hand masks on the online store increased by 68% and 69%, respectively, compared to the same period last year.

Facial masks are also moving beyond simple moisturization, with functions becoming more specialized to address specific skin concerns. In particular, there was high interest during the sale period in products focused on managing sebum and impurities. During this Olive Young Sale, search volume for absorbent masks—used to draw out and remove sebum—on the online store increased approximately fivefold compared to the same period last year. Search volume for heated masks, which use heat to help manage sebum and impurities, also more than doubled compared to the same period last year.

Consumer enthusiasm for IP collaboration products also continued. Olive Young kicked off the Olive Young Sale on the 30th of last month with a large-scale collaboration campaign featuring the globally popular IP, Sanrio Characters. On the first day of the sale, Sanrio and Hello Kitty ranked among the top three most popular search terms on the online store.

In particular, region-specific Hello Kitty-related products proved popular. The “Ten by Ten Regional Hello Kitty Figure Keychain Set”—which brings together Hello Kitty designs developed for 12 regions as part of this campaign—and Hello Kitty-themed versions of “Jeongnammi Rice Cakes” and “Gongju Chestnut Bread” (inspired by chestnuts, a specialty of Gongju, South Chungcheong Province) saw steady customer purchases from the very start of the sale.

An Olive Young representative stated, “Through this Olive Young Sale, we observed a trend where consumers actively explored products tailored to their personal tastes and specific skincare needs,” adding, “We will continue to lead beauty and wellness trends by quickly identifying shifts in consumer interest and spending habits, and by offering distinctive curated selections that help customers discover new products.”