CJ Olive Young selects MINGLE as 2022 keyword

CJ Olive Young said on Tuesday that it selected "M-I-N-G-L-E" as the trending keyword of the year after analyzing 110 million bits of annual customer purchase data.

The 2022 end-of-year keyword MINGLE means that various forms of consumption are being combined and harmonized. This year, along with the pandemic, many other variables have adversely affected the flow of consumption, from high prices to the high won-US dollar exchange rate.

MINGLE stands for consumers who seamlessly use online and offline shopping (multi-shoppers); a polarization of consumption patterns due to inflation (inflationary Janus); maskless beauty; game changers; the era of "life pleasures" that enhance quality of life; and experiential consumption (exploring the new) to find one's own tastes.

More consumers are enjoying shopping through a range of channels and services such as offline stores, online stores, and mobile apps as well as live TV shopping and mobile gift-giving.

At Olive Young, a platform that relies on omni-channels, it was estimated that among 12 million members, the proportion using both online and offline accounted for 51% as of end-November — a notable climb from 30% in 2019.

This year was also noteworthy for the consumption trend of finding one's own individuality and taste. As eye shadow in palettes of up to 10 colors led an "eye makeup renaissance," "fragrance body" brands highlighting signature scents competed for dominance, captivating trend-sensitive consumers in their 20s and 30s.

As experiential consumption involving finding one's own taste grew, so-called 'discovery set' items that let shoppers experience various scents have also made their debut in the perfume category.

Write to Kyeong-je Han at hankyung@hankyung.com