The home shopping industry is going to strengthen the “fashion beauty” field targeting people in their 30s and 50s. The strategy is to become a “fashion restaurant” that sells experiential beauty passes linked to famous shops in Cheongdam-dong or leads the trend.
According to related industries on the 23rd, Lotte Home Shopping will focus on selling premium products through specialized beauty programs this spring, while introducing hands-on service products such as beauty consulting on mobile.
Recently, beauty consumption has been reorganized in a way that values ‘value’ over price and ‘experience’ over simple purchases, a Lotte Home Shopping official said. “Accordingly, we plan to focus on providing different beauty experiences for each channel.”
In fact, the average purchase price of beauty products by Lotte Home Shopping TV Broadcasting last year was estimated to be around 150,000 won, up 10% from the previous year.
In particular, the beauty consulting experience rights introduced in Mobile Live attracted attention as they were sold out in a short period of time, centering on the 30s and 40s. According to Lotte Home Shopping, the test run of the “Beauty Pass” special exhibition for five days from the 2nd showed that some products were sold out, with cumulative orders alone reaching 100 million won.
Beauty Pass allows you to enjoy a premium beauty experience with one pass. As a result of introducing makeup, scalp care, and personal color vouchers in connection with famous shops in Cheongdam-dong, customer participation more than doubled, and more than half of the purchasing customers were in their 30s and 40s.
Accordingly, it plans to regularize “Beauty Pass” from April and introduce new beauty brands alone, including beauty consulting vouchers that received high response from the last broadcast.
CJ OnStyle, a fashion powerhouse, will hold the “2026 SS Fashion Showcase” until the 6th of next month, which will unveil fashion trends in the spring and summer (SS) season in 2026. The fashion showcase is a differentiated event unique to CJ OnStyle that presents trends first before the full-fledged season event “Fashion Week.”
“This spring and summer fashion is expected to weigh more on moderation than glamour,” a company official said. “As economic uncertainty continues, a calm mood that is neat and relaxed is emerging instead of a showy style.”
In line with this trend, it plans to sell items such as relaxed knitwear, shirts, and wide pants, but change its style with poncho, muffler, and scarf.
In particular, CJ OnStyle has fully strengthened AI-based content at this showcase. Its strategy is to expand fashion from ‘wearing experience’ to ‘seeing experience’ with AI style books and short-form videos. After introducing the first AI fashion showcase in the industry last year, CJ OnStyle will introduce more advanced visual contents this year.
GS Shop will expand its fashion portfolio through the launch of its own new fashion brand “So Natural” centered on premium materials. So Natural is a brand that minimizes design elements and pays attention to the texture and silhouette of the fabric. The product is composed of unified materials and tone-on-tone colors for each season, enabling high-quality styling with a single brand product.
An official from the home shopping industry said, “It is true that the business environment itself is not good amid the decline in the number of viewers,” adding, “But at times like this, we need to make various attempts to satisfy existing loyal customers and attract new customers.”
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