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

When you comply with #beautytok, #beautytube or any magnificence content material on social media platforms, you already know that well-liked product traits are laborious to maintain up with. Summer International stays forward of the sport by figuring out essentially the most influential content material creators, and dealing with them to incubate new manufacturers. Based in Singapore and based mostly in Los Angeles and South Korea, Summer season Worldwide introduced right this moment 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 may also 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 mentioned the corporate’s purpose is to create an ecosystem to assist influencers and creators launch and promote magnificence manufacturers utilizing client knowledge and analytics. It operates in the US, South Korea, Singapore, the Philippines and Indonesia.

The corporate launched in 2018 together with Gushcloud Worldwide, an influencer advertising and marketing agency. Since then, Summer season Worldwide has incubated manufacturers like skincare line Child Face with Singaporean influencer Jamie Chua, who has over 1.2 million followers, and wellness manufacturers HANJAN, which launched in April at Coachella and not too long ago struck a partnership with singer Nicole Scherzinger.

Kuik instructed TechCrunch that Summer season Worldwide appears to be like for creators and influencers who’ve a robust reference to their viewers based mostly on engagement charges, how energetic they’re a video-first platforms and whether or not they have a robust localized group and international presence.

“Many instances, creators search us out due to our attain and sources,” she mentioned. “We have now our personal provide chain and now we have the ability to distribute manufacturers throughout Asia by way of our social commerce and dwell distribution platforms. Our purpose is to determine these prime influencers as founders of the next-gen magnificence, skincare and wellness manufacturers and to offer them with the entry and obligatory sources they should break into the market.”

Different firms that additionally work with creators to launch manufacturers embrace Pietra and Forma Manufacturers. Ko mentioned Summer season Worldwide differentiates by proudly owning its personal distribution community and it additionally has a community of dwell commerce and social commerce distributors, primarily micro influencers based mostly in Southeast Asia.

“It provides us the power to grasp knowledge of what customers need and would purchase and this enables us to collaborate with creators to construct manufacturers in a extra cost-efficient method,” Kuik mentioned. Summer season Worldwide’s dwell commerce distribution community helps it perceive what manufacturers and merchandise customers from completely different components of Southeast Asia need to purchase. It additionally supplies knowledge factors like pricing and demographics to create new manufacturers and market them.

Summer season Worldwide manufacturers are offered by a mixture of digital and offline channels, together with e-commerce platforms, social and dwell commerce platforms and massive field shops. They’re additionally accessible on Summer season.retailer, the corporate’s proprietary social commerce community.

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