Summer season Worldwide makes use of social media information to launch new magnificence manufacturers • TechCrunch

Summer season Worldwide makes use of social media information to launch new magnificence manufacturers • TechCrunch

When you comply with #beautytok, #beautytube or any magnificence content material on social media platforms, you know the way troublesome it’s to maintain up with fashionable product developments. Summer season Worldwide is on the forefront of the sport by figuring out essentially the most influential content material creators and partnering with them to incubate new manufacturers. Based in Singapore and headquartered in Los Angeles and South Korea, Summer season Worldwide in the present day introduced it has raised a $5 million seed spherical from traders together with GDP Ventures, Teja Ventures, Gushcloud Worldwide and Singaporean angel traders Koh Boon Hwee and Shirley Crystal Tan.

NYX Founder and Bespoke Magnificence Manufacturers CEO Toni Ko can even be a part of Summer season Worldwide as a strategic investor. NYX was acquired by L’Oreal in 2014 for about $500 million.

Summer season Worldwide co-founder and CEO Xiaoski Kuik says the corporate’s purpose is to create an ecosystem to assist influencers and creators launch and promote magnificence manufacturers by utilizing shopper information and analytics. It operates in the US, South Korea, Singapore, the Philippines, and Indonesia.

The corporate launched in 2018 alongside Gushcloud Worldwide, an influencer advertising and marketing firm. Since then, Summer season Worldwide has incubated manufacturers just like the Child Face skincare line with Singaporean influencer Jamie Chua, who has over 1.2 million followers, and wellness model HANJAN, debuted in April at Coachella and just lately collaborated with singer Nicole Scherzinger.

Kuik instructed TechCrunch that Summer season Worldwide seems for creators and influencers who’ve a robust reference to their viewers primarily based on engagement charges, how energetic they’re as a platform that favors video, and whether or not have they got a robust localization neighborhood and a world presence.

“Many occasions, creators come to us for our attain and assets,” she says. “We have now our personal provide chain and now we have the power to distribute manufacturers throughout Asia by our social commerce and direct distribution platform. Our purpose is to ascertain these prime influencers as founders of next-generation magnificence, skincare, and wellness manufacturers, whereas giving them the power to the entry and vital assets they should enter the market.”

Different corporations additionally partnering with creators to launch manufacturers embrace Pietra and Forma Manufacturers. Ko mentioned Summer season Worldwide differentiates itself by having its personal distribution community, and that it additionally has a community of direct commerce and social commerce distributors, primarily micro-influencers with primarily based in Southeast Asia.

“It provides us the power to know information about what shoppers need and can purchase, and it permits us to collaborate with creators to construct manufacturers in a cheap manner,” says Kuik. cheaper. Summer season Worldwide’s direct commerce distribution community helps them perceive what manufacturers and merchandise shoppers from totally different components of Southeast Asia need to purchase. It additionally gives information factors like value and demographics to create new manufacturers and market them.

Summer season Worldwide’s manufacturers are offered by a mix of digital and offline channels, together with e-commerce platforms, social and bodily commerce platforms in addition to huge field shops. They’re additionally out there on Summer season.retailer, the corporate’s unique social commerce community.

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