Efforts are being made in the distribution industry to target the ‘New Demand’ of the MZ generation (millennials + generation Z) who are sensitive to trends and find and purchase novel products that fit their tastes and lifestyles. In order to captivate the MZ generation, which is growing as the main consumer group, it is strengthening its brand identity by working hard on design, such as applying differentiated colors that were not previously available and redecorating the package. From kitchen household items that can blend naturally with interiors or use as point colors to pastel-toned pet items, we introduce products that contain various attempts by the distribution industry.
Modern navy and vivid green color make rubber gloves stylish, COMEX ‘Comu Gloves’ and ‘Cotton Coated Rubber Gloves’
The MZ generation also chooses rubber gloves, a kitchen essential, with modern colors and neat designs that fit the interior. Comex Industry Co., Ltd. (www.ikomax.co.kr, CEO Jail Koo / hereinfollowing referred to as COMEX), a kitchen household goods company with 51 years of tradition, ‘Komu Gloves (Navy)’ is characterized by applying navy color instead of the usual pink and red colors.
| ▲ Comex Industrial Comu Gloves (Navy) | ||
COMEX’s ‘Comu Glove’ is a calm and modern navy color that does not harm the interior no matter where it is placed in the kitchen, so it received a great response from MZ consumers, and sales increased by 25% compared to the previous year (January to October).
The naming of ‘Comu Glove’, which rhymes with the brand name of COMEX, is also outstanding. It is easy to use hygienically by distinguishing colors from existing rubber gloves products at a glance, and different uses such as cleaning, washing dishes, and work. It is available in three sizes, large, medium and small, so you can choose according to the size of men and women of all ages. Made of 100% natural rubber latex, it is less irritating to the skin, has good elasticity, and has a strong end finish, so it can be used conveniently without worrying regarding spillage.
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| ▲ Comex Industrial Cotton Coated Rubber Gloves | ||
Vivid colored rubber gloves, which can be a point of kitchen terrier, are also attracting attention. COMEX’s ‘Cotton Coated Rubber Gloves’ show a bright green color as well as a pink color, drawing attention among the MZ generation who enjoys hobbies in the kitchen such as home baking and home cooking. Not only color, but also attention was paid to ease of use. Cotton coating is applied to the inside to prevent moisture from reaching the skin, and the design considering the curve of the hand enhances the fit and reduces hand fatigue. The generous length of 33cm, reaching up to the elbow, relieves discomfort as there is no fear of slipping down, and the 100% natural latex material reduces concerns regarding environmental hormones.
Daily necessities packages are also colorful according to taste, LG Household & Health Care’s ‘Jayeonpong POP’, ‘Rich Pop (3 types of dental floss)’
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| ▲ LG Household & Health Care Jayeonpong POP dish detergent | ||
It is stimulating the MZ generation’s desire to purchase by adding a sense of color to daily necessities such as kitchen detergent. LG Household & Health Care’s renewed release of ‘Jayeonpong POP’ has a vivid color design and fresh fruit scent in line with the trend. In addition to the existing ‘Apple Fragrance’, ‘Shine Muscat Fragrance’ with a fresh scent and ‘Banana Fragrance’ with a fresh and sweet scent full of flavor were additionally released. Jayeonpong’s powerful complex ion cleaning system and dense foam cleanly removes even stubborn condiments and grease, and 99% tableware sterilization is possible. It is an eco-friendly type 1 dish detergent that contains plant-derived cleaning ingredients, so everyone can use it with confidence.
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| ▲ LG Household & Health Care Rich Pop floss 3 types | ||
Personal hygiene products that allow you to choose colors and scents according to your taste are also attracting attention. LG Household & Health Care’s oral care brand ‘REACH’ introduced a colorful floss product targeting the MZ generation, ‘Rich Pop Floss 3 Types’. The 3 types of Rich Pop dental floss are products that have been released to provide a striking color and cool finish, targeting the MZ generation who have not yet used dental floss amid growing interest in oral health. According to the three scents of mint, peppermint, and cinnamon mint, floss colors were applied in blue, green, and pink, respectively, and containers made of recycled plastic were used.
‘Pet Non-slip Safety Toilet Mat’, a must-have item for pet families that harmonizes with the interior in pastel colors
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In the era of 6 million petpams, the MZ generation that raises companion animals pays attention to the color and material of various necessities that they use all the time. The ‘Pet Non-slip Safe Potty Mat’ of Living Workshop is composed of two types, beige and sky gray, so it can naturally blend into any interior. In addition, it is made of double-sided silicone material, so it can be used stably without worrying regarding slipping. The waterproof silicone prevents water or urine and other contaminants from being absorbed into the mat, and light contamination can be easily removed with a wet tissue. The product measures 60cm in width and 50cm in length, and can be used by placing a regular defecation pad on a mat. In addition, the edge of the mat raised the leak-proof jaw by regarding 1 cm to prevent leakage or overflow of urine to the floor.
The design containing the trendy sensibility of the MZ generation is a national convenience store product at the CU ‘Package Design Contest’
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In the convenience store industry, there is also an active movement to apply designs containing the trendy sensibility of MZ generation customers to packages. CU held a contest targeting the MZ generation by applying customers’ design submissions to simple foods such as hamburgers and sandwiches. Convenience store consumption trends are formed around the MZ generation, who value communication and experience, and ‘consumer participation type marketing’ is aimed at them. CU’s plan is to increase brand familiarity by involving customers in the product planning process through the contest, and to differentiate convenience foods with a package that applies novel ideas. The winning works will be applied as official product packages in the first half of next year and sold at CUs nationwide.