CJ OnStyle Launches New Celeb Showcase Featuring Top Stars
CJ OnStyle is set to elevate its position in the mobile live commerce arena with the launch of the "New Celeb Showcase," running from October 9 to October 19. This innovative initiative will feature well-known celebrities such as Lee Sa-bae, Ha Ji-won, Choi Si-won, and Shim Eteum, showcasing their unique brand philosophies and lifestyles.
The "New Celeb Showcase" aims to go beyond traditional product sales, focusing instead on a narrative-driven consumption experience that resonates with fans. CJ OnStyle, already a leader in entertainment-centric content, is reimagining its market approach by allowing celebrity intellectual property (IP) to take center stage.
The lineup of events kicks off with beauty creator Lee Sa-bae, who will present makeover content that encapsulates her brand vision. Other highlights include Shim Eut-deuk unveiling the diet food brand "Vibribe" on October 11 and an introduction to the body care brand "Michai" by office worker and beauty creator A on October 12. Additionally, rehabilitation specialist Dr. Bell will present "Medison Bell," an inner beauty brand, on October 15. The showcase will culminate on October 19 with singer and actor Choi Si-won featuring "Login Your Day."
This showcase is part of CJ OnStyle’s ongoing health and beauty brand incubation program, ‘CJ On Cuevating,’ which selected brands based on their fit for video content production, and fandom-based commerce strategies. Celeb CEOs chose CJ OnStyle for its rich capabilities across mobile and TV platforms, and its deep engagement with fandom.
As CJ OnStyle looks to the future, it plans to expand its collaboration with both creators and celebrities, marking a transformative shift from standard purchasing experiences to immersive content commerce. An official stated, “We will solidify our leadership in La Bang, extending our influence beyond Korea with content and creator IP."
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