# K-Beauty Gold Tournament Activations Olive Young Returned to CJ Cup Byron Nelson Golf Tornament By Kalin Ned | Published 2026-05-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/olive-young References: [morningstar](https://www.morningstar.com/news/pr-newswire/20260522ny66297/olive-young-returns-to-the-cj-cup-byron-nelson-with-expanded-k-beauty-experience)  The Korean beauty and health retailer [Olive](https://www.trendhunter.com/trends/cj-olive-young) Young returned to the [CJ](https://www.trendhunter.com/trends/cj-hendry-x-phillips) Cup Byron Nelson golf tournament in McKinney, Texas, with an expanded [K beauty](https://www.trendhunter.com/trends/soothing-hydrogel-mask) experience. The branded activation included a dedicated zone within the House of CJ activation as well as a standalone concession booth at the seventh hole. Olive Young engaged consumers at the CJ Cup Byron Nelson golf tournament with sun care products organized by function and formula, a sheet mask library categorized by skincare concerns such as hydration and soothing, UV shield screening experiences, and a skin scan assessment. The inclusion of a skin scan adds a personalized element, helping a visitor who may be unfamiliar with K beauty navigate dozens of options based on their actual skin condition in real-time. Image Credit: Olive Young ## Trend Insights (Trend Hunter) - Score: 7.0/10 - Popularity: 61% | Activity: 70% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Experiential K-beauty Activations:** Branded, on-site beauty zones at large events that combine product sampling, education, and themed displays create immersive brand encounters that extend beyond traditional retail. - **Personalized Skin-scan Retail:** Real-time skin scanning integrated into sales touchpoints enables product recommendations tailored to individual skin profiles and immediate cross-selling based on diagnostic results. - **Function-driven Sun Care Positioning:** Organizing sun protection by specific functions and formulas highlights performance differentiation and supports informed purchases for varied outdoor use cases. ### Where This Applies - **Sports Event Retail:** Pop-up beauty concessions within sporting events connect brands to high-attendance, outdoor audiences and enable targeted product placement in contextually relevant environments. - **Beauty Tech and Diagnostics:** The convergence of portable skin analysis tools with consumer retail experiences fosters a new class of diagnostic-driven product merchandising and data-informed personalization. - **Travel and Hospitality Concessions:** On-site kiosks and temporary activations at venues like resorts and tournaments present opportunities to offer situationally relevant skincare solutions to mobile, experience-seeking guests. ## Related on Trend Hunter - [Clinical K-Beauty Pop-Ups](https://www.trendhunter.com/trends/clinical-kbeauty-popups.md) - [Korean-Made Vegan Skincare](https://www.trendhunter.com/trends/oliviaumma-sephora.md) - [Beauty Retailer Partnerships](https://www.trendhunter.com/trends/olive-young-x-sephora.md) - [Festival Beauty Activations](https://www.trendhunter.com/trends/festival-beauty-activations.md) - [Grocery-Inspired SPF Pop-Ups](https://www.trendhunter.com/trends/morning-moisturizer-spf-grocery.md) - [Personal Care-Focused Olympic Initiatives](https://www.trendhunter.com/trends/champions-clubhouse.md) - [Customized K-Beauty Tours](https://www.trendhunter.com/trends/personalized-kbeauty-curation-tour.md) - [Discovery-Led Beauty Zones](https://www.trendhunter.com/trends/beautyverse-and-jubilee.md) - [K-Pop Celeb-Supported Beauty Brands](https://www.trendhunter.com/trends/jang-wonyoung.md)