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


In case you comply with #beautytok, #beautytube or any magnificence content material on social media platforms, you already know that in style product developments are arduous to maintain up with. Summer time Worldwide 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 primarily based in Los Angeles and South Korea, Summer time Worldwide introduced right now 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 time Worldwide as a strategic investor. NYX was acquired by L’Oreal in 2014 for about $500 million.

Summer time Worldwide co-founder and CEO Xiaoski Kuik mentioned the corporate’s objective is to create an ecosystem to assist influencers and creators launch and promote magnificence manufacturers utilizing shopper 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 agency. Since then, Summer time 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 just lately struck a partnership with singer Nicole Scherzinger.

Kuik instructed TechCrunch that Summer time Worldwide seems for creators and influencers who’ve a powerful reference to their viewers primarily based on engagement charges, how energetic they’re a video-first platforms and whether or not they have a powerful localized neighborhood and world presence.

“Many occasions, creators search us out due to our attain and assets,” she mentioned. “We’ve got our personal provide chain and now we have the facility to distribute manufacturers throughout Asia by way of our social commerce and dwell distribution platforms. Our objective is to ascertain these prime influencers as founders of the next-gen magnificence, skincare and wellness manufacturers and to supply them with the entry and obligatory assets they should break into the market.”

Different corporations that additionally work with creators to launch manufacturers embody Pietra and Forma Manufacturers. Ko mentioned Summer time 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 primarily based in Southeast Asia.

“It offers us the power to know 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 time Worldwide’s dwell commerce distribution community helps it perceive what manufacturers and merchandise customers from totally different components of Southeast Asia need to purchase. It additionally offers knowledge factors like pricing and demographics to create new manufacturers and market them.

Summer time Worldwide manufacturers are bought 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 out there on Summer time.retailer, the corporate’s proprietary social commerce community.



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