Beauty, food, and lifestyle brands highlight “the experience of giving” in seasonal offerings
As Korea approaches its annual Family Month in May, a period traditionally associated with expressions of gratitude and appreciation, a wide range of industries are rolling out seasonal gift sets. Beauty, food, and lifestyle brands alike are moving beyond simple bundled promotions, placing greater emphasis on presentation, personalization, and the emotional experience of giving.
Beauty Brands Focus on Emotional Value and Presentation
In the beauty sector, brands are increasingly positioning gift sets as an extension of brand philosophy rather than as discounted compilations of products.
Sulwhasoo has introduced a Family Month gift collection under the theme “The Art of Delight,” designed to reflect not only the moment of receiving a gift but also the process of choosing and presenting it.
The collection includes gift sets centered on the brand’s flagship products, such as First Care Activating Serum and Concentrated Ginseng Renewing Cream, with configurations catering to different age groups and skincare preferences.
A notable feature this season is the brand’s upgraded “Jihambo” wrapping service, inspired by traditional Korean bojagi wrapping cloths. Offered in a limited seasonal color palette, the packaging is intended to function as a complete gift presentation without additional wrapping. Handwritten message elements—including stationery and envelopes featuring swallow motifs symbolizing gratitude and goodwill—are also included.
Christian Dior Beauty unveiled gift sets inspired by natural landscapes and butterflies. Featuring skincare and fragrance infused with the resilient vitality of roses, along with the 59‑shade Rouge Dior lipsticks, the collection conveys the message, ‘To you, the most precious.
As Family Month in May approaches, the beauty, food and beverage, and household goods industries are launching a series of gift sets.
Seasonal Desserts Target Gift Demand
The food and beverage sector is similarly responding to the seasonal demand. The Pastry Boutique, the premium bakery of The Shilla Hotel Seoul, has launched a May‑limited dessert collection aimed at gift‑giving occasions.
The lineup consists of three cakes, one roll cake, and one baked goods gift set. Among them, the bakery’s signature Family Month cake features fresh carnations as decoration, positioning it as a symbol of appreciation for parents and teachers. Additional offerings include rose‑themed cakes crafted from white chocolate petals and chocolate cakes designed with hidden visual elements revealed when sliced.
Roll cakes and assorted baked goods have also been introduced as alternative gift options for consumers seeking smaller or more shareable items.
Functional Hair and Scalp Care Expands into Gifting
In the hair‑care category, functional scalp and hair‑loss care products are increasingly being positioned as practical yet thoughtful gifts. Refilled, a scalp‑care brand operated by Constant, is presenting its high‑function products—formulated with a proprietary patented ingredient—as suitable for Family Month gifting.
The brand’s core product, a scalp tonic designed for various scalp types, emphasizes ease of use and functional benefits, making it applicable for a wide range of recipients, including parents and partners.
Value Retailers Broaden Accessible Gift Options
Value retailers are also capitalizing on the season. Daiso Korea has launched a Family Month promotion featuring more than 130 items, ranging from novelty cash‑gift boxes and greeting cards to fresh and artificial carnations, children’s toys, and outdoor activity items.
The assortment focuses on accessibility and simplicity, enabling consumers to express appreciation with minimal preparation while still adding a personal touch.
Industry View: “How You Give” Matters More Than “What You Give”
Industry observers note that the Family Month season is highlighting a broader shift in consumer behavior. Rather than prioritizing product quantity or price alone, consumers are placing greater value on how gifts are presented and the emotions they convey.
Packaging design, message customization, and ease of gifting are increasingly viewed as integral components of product strategy—suggesting that the concept of gifting is evolving into a more experience‑driven category across sectors.
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