"Ha Ji-won and Choi Siwon Go Live"... CJ OnStyle Launches 'New Celeb Showcase'
Relay Live Broadcasts Featuring Risabae, Ha Ji-won, and Choi Siwon Begin on June 9
Strengthening Competitiveness with Both Content IP and Celebrity IP
On June 9, CJ OnStyle announced that it is launching a new mobile live commerce service based on celebrity intellectual property (IP).
From June 9 to June 19, CJ OnStyle will host the "New Celeb Showcase" on its mobile live broadcast platform, featuring top celebrity CEOs such as Risabae, Ha Ji-won, Choi Siwon, and Shim Euddeum. These celebrities will appear in person to introduce the philosophy and lifestyle behind their own brands.
The New Celeb Showcase is a new concept in live broadcasting that goes beyond product sales, allowing fans to experience the brand's universe and message together. CJ OnStyle aims to enhance its competitiveness in live commerce by focusing on both entertainment-style content and celebrity-driven live broadcasts.
The first guest is beauty creator and makeup artist Risabae. On June 9 at 9 p.m., she will appear on CJ OnStyle's mobile live broadcast to introduce her own makeup brand, TWO SLASH FOUR. In addition to a simple product introduction, she plans to present makeover content that reflects the brand's universe.
On June 11, fitness creator Shim Euddeum will introduce the diet food brand VIVREVE. On June 12, beauty creator HoisawonA will present the body care brand Michai. On June 15, rehabilitation medicine specialist Dr. Bell will introduce the inner beauty brand Medicine Bell. On June 17, actress Ha Ji-won will showcase the beauty brand POUCH24. On June 19, singer and actor Choi Siwon will introduce the brand LoginYourDay.
The New Celeb Showcase was planned in collaboration with brands selected for the fourth class of the celebrity and influencer category of CJ OnStyle's health and beauty brand incubation program, "CJ OnCubating." The celebrity CEOs chose CJ OnStyle as their partner because of its strong video content production capabilities, its integrated platform that spans both mobile and TV, and its optimization for fandom-based commerce. They will also participate in joint product planning with CJ OnStyle's merchandisers (MDs).
Starting with this showcase, CJ OnStyle plans to expand its content commerce collaborations not only with celebrities but also with creators. In July, a new project with well-known creators will also be unveiled.
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A CJ OnStyle representative stated, "This showcase is an evolution of content commerce, moving beyond the experience of simply purchasing products to consuming the worldview and brand philosophy of celebrities. By leveraging both content IP and celebrity/creator IP, we will further solidify our leadership in live commerce not only in Korea but also in the global market."
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