With the heat wave arriving earlier than in previous years, ‘Survival Beauty’(Survival Beauty) products are gaining popularity.

On the 4th, CJ Olive Young said that analysis of purchase data from the June Olive Young Sale (May 31~June 3) showed that survival beauty products were popular.

The category drawing the most interest was sun care. This is because the ‘Sun Layering’(Sun Layering) trend is spreading, where sunscreen is applied before going out and portable sun sticks, sun sprays, and sun powders are layered on during outdoor activities.

Sun care products are becoming more segmented by format. Consumers can apply sun care suited to the situation, such as sun serums with a more fluid texture and enhanced hydration, portable sun sticks and sun sprays that do not get on the hands, and sun powders that can finish makeup with a soft matte look. During this period, searches for ‘sun powder’ alone on the online mall increased 284% year-on-year.

The scope of UV protection management is expanding to the entire body. Representative examples include hand creams and hair mists with added UV protection.

Products for managing sweat and body odor are also receiving a strong response. During the first four days of the Olive Young Sale, search volumes for the keyword ‘body odor’ on the online mall rose 98% year-on-year, and searches for ‘scalp odor’ increased by more than 80% from the same period last year. This is why products in various formats, not only sticks but also roll-ons, sprays, and tissue-type deodorants, are attracting attention.

Since April, Olive Young has been curating beauty·wellness products under four themes through its ‘Survival Beauty’ campaign: UV care, blemish care, oil·sweat care, and cooling care.

An Olive Young official said, “Survival beauty that responds to sudden heat and climate change is taking root as a new summer beauty trend” and added, “We will continue to lead the trend by curating products that reflect consumer needs”.