CJ OnStyle's luxury beauty hall sees sales surge on global brand additions

CJ OnStyle said Monday that sales jumped after it brought in global luxury beauty brands including Hermès Parfums, Gucci Beauty and Miu Miu Beauty.

An analysis of sales across more than 70 beauty brands in the Lux Beauty Hall section of CJ OnStyle's mobile app from January through May showed a 43 percent increase compared with the same period last year.

Several brands posted dramatic year-on-year gains in the months they held live broadcasts this year — SK-II rose 418 percent, Decorté 497 percent and René Furterer 904 percent. Hermès recorded a 218 percent increase in sales during its live broadcast in May compared with the same month last year. Sisley and Clé de Peau Beauté also saw monthly sales reach 25 and 30 times their prior-year levels, respectively, in months when they appeared on programs such as "Yoo In-na's Get It Beauty."

CJ OnStyle has been differentiating itself by stocking premium beauty brands typically found on the ground floor of department stores, including Hermès, Sisley, Clé de Peau Beauté, Maison Margiela Fragrances, Laura Mercier and Decorté. In the third quarter, the platform is also set to host mobile live broadcasts featuring ultra-premium niche fragrance brands Acqua di Parma and Creed.

The average transaction value for premium beauty purchases on CJ OnStyle reached 240,000 won (about $156) last year. According to WiseApp Retail, CJ OnStyle ranked first among major online general shopping platforms last year in both average payment per transaction and average payment per customer.

"We will solidify our position as the leading platform for department store beauty, backed by strong product credibility, expert curation and our content commerce capabilities," a CJ OnStyle official said.