CJ OLIVE YOUNG announced that it will launch its “Survival Beauty” campaign through July, introducing a curated selection of products designed to help customers manage changing summer beauty needs as climate change brings earlier and longer summers. A dedicated “Survival Beauty” promotion will also be available on the OLIVE YOUNG online mall. “Survival Beauty” refers to a beauty trend focused on protecting and caring for the skin in extreme heat and hot, humid conditions. As unusual weather patterns continue, including rising average temperatures and an increasing number of heatwave days, consumers are increasingly looking beyond UV protection to address a broader range of concerns, including heat, excess oil and breakouts. To address these changing needs, OLIVE YOUNG has curated 120 beauty and wellness products across four themes based on common summer concerns: UV Care, Oil & Sweat Control, Cooling Care and Trouble Care. The campaign takes a concern-based approach, allowing customers to explore products across makeup, skincare, body care and hair care to address a single beauty concern. The “UV Care” category responds to growing demand for protection from UV exposure. Sales in OLIVE YOUNG’s sun care category increased 281% year over year from July through September last year. There has also been a growing trend toward layering different types of sun protection, such as sunscreen, sun sticks and sun sprays. Alongside a range of sun care products in different formats, OLIVE YOUNG is also recommending products such as hair mists and hand-care products to help care for hair and hands exposed to UV rays. The campaign also features categories addressing breakouts and excess oil, two common concerns in hot and humid conditions. The selection includes skincare products featuring zinc, an ingredient that can help soothe troubled skin, as well as makeup fixers designed to extend makeup wear and deodorants for body odor control. The “Cooling Care” selection includes cooling body mists designed to help cool overheated skin, as well as cooling shampoos that provide a refreshing sensation. In June and July, as summer gets underway, OLIVE YOUNG will also offer promotions on selected Survival Beauty products. Through major OLIVE YOUNG promotional events, including O.Y SALE and O.Y PICK, customers will be able to purchase products designed to help manage summer beauty concerns from head to toe at promotional prices. “We developed this campaign to help customers explore products across categories based on their changing beauty concerns brought on by climate change," said an OLIVE YOUNG representative. "We will continue to strengthen our data-driven curation to meet increasingly specialized customer needs as the environment around us changes.”