A male show host with an idol-like vibe introduces beauty cosmetics and dances when sales performance rises. He draws attention with a lively opening and shares beauty concerns with middle-aged women.

According to the relevant industry on the 26th, the grammar of variety shows is being added to home shopping broadcasts that used to only explain the efficacy and price of products.

A representative program is Home & Shopping's 'Beauty Idol'. Home & Shopping is breathing fresh air by introducing 'Beauty Idol', a program combining beauty, shopping, and entertainment.

Under the concept of "Two men crazy about beauty," it is a variety-style commerce broadcast that provides laughter and spectacles along with product information. Jeon Jae-hyuk, a show host born in '92 (34 years old), and Kim Hyun, a show host born in '97 (29 years old), lead the broadcast.

The core of differentiation is "fun to watch." It opens the broadcast with an energetic opening and raises the mood with a sales milestone dance. Beyond simple product demonstrations, variety show elements are placed throughout so that viewers can enjoy shopping while enjoying the broadcast.

Moving away from the conventional one-way product explanation-centered broadcasts of existing home shopping, it aimed for a "content-type beauty broadcast" where customers can enjoy and participate. By combining SNS-type content and real-time communication elements, it is increasing customer dwell time and contributing to securing new customers.

The production team stated, "We will make a broadcast that people look for because the program is fun rather than watching it just for the products, a broadcast that is fun to watch, exciting to watch, and a broadcast that comes to mind when the time comes."

The plan is to catch viewers' attention with funny and exciting scenes and establish itself as a program they want to watch regularly.

It also put forward empathy with its main audience, middle-aged women. It unravels the beauty concerns they feel as broadcast materials and induces participation by incorporating real-time communication. It plans to establish itself as an empathetic healing program that newly interprets the beauty concerns of middle-aged women and helps them regain youth and vitality.

In the d'Alba essence broadcast held at 8:45 PM on the 21st of last month, it recorded a high achievement rate, showing the potential of customer-participatory broadcasting. It aimed to strengthen viewer immersion and provide a differentiated experience with empathetic content.

It also carries out work to expand content outside the broadcast. It is securing promotional assets by utilizing social network service (SNS) content linked to the broadcast. It plans to accumulate the foundation for expanding content specialized in the beauty category.

An official from Home & Shopping said, "Beauty Idol is not just a broadcast that sells products, but a new form of commerce content that customers can enjoy and participate in," adding, "We will continue to expand differentiated services based on customer-centric thinking."

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