The Real Reason Olive Young Builds Community and Content

Olive Young adopted a strategy of offering things to enjoy beyond just shopping purposes, aiming to overcome visit saturation among its 2030 female target audience and increase Retention (revisit rate). To this end, it introduced Magazine, Shutter (community), and Live services starting in 2023.

Magazine delivers high-sensitivity beauty trend information, while Shutter functions as an SNS where users and micro-influencers communicate. Data analysis showed that after introducing interest-product-based curation within Shutter, the post detail conversion rate more than doubled compared to before.

Additionally, through user interviews (UT) on the Magazine service, it was found that users prefer content centered on theme-based keywords rather than category-centered content. Based on this, applying keyword curation resulted in that section recording the highest click count and Active User ratio within Magazine.

Olive Young's ultimate goal is to become an 'online playground' that users voluntarily visit to catch up on the latest trends and communicate. Through this, it aims to build a mutually beneficial model by providing brand companies with new branding and revenue-generating opportunities.