In a significant move within the content commerce landscape, CJ OnStyle has announced the launch of its new intellectual property (IP) titled ‘Eunse’s New Discoveries’, set to debut on October 4 at 8 PM. This initiative is remarkable for being the first of its kind in the retail sector, offering simultaneous broadcasts across mobile, television, and OTT platforms, specifically through the collaboration with popular streaming service Tving.
The innovative format not only combines the strengths of different media but also tailors content to the unique characteristics of each platform. On traditional television, viewers can expect a focus on product information and sales, providing a more conventional shopping experience. Conversely, the mobile platform will enhance viewer engagement through real-time interactions and celebrity-focused content, thereby offering an enjoyable visual experience.
Furthermore, Tving will introduce a new viewing pattern termed ‘live shopping via OTT’, which signifies a shift in how consumers engage with live commerce. After the live broadcast, highlights will be repurposed into short-form content suitable for social media platforms such as TikTok and Instagram, effectively creating a multifaceted IP universe exclusive to CJ OnStyle.
The concept of ‘Eunse’s New Discoveries’ revolves around the exploration of diverse tastes, encapsulating a premium shopping experience that spans fashion, beauty, and lifestyle products. The inaugural episode will feature the contemporary designer brand ‘Yumer’, which boasts a strong following across various age groups. During the live segment, Yumer will unveil its latest premium leather line, ‘Merlev’, showcasing the ‘Luna Bag Petit’ for the very first time.
Since the beginning of the year, CJ OnStyle has accelerated its efforts to expand its IP universe. Earlier in 2023, the company launched beauty IP ‘Get It Beauty’ in February and wellness IP ‘Big Sister Se-ri’ along with ‘Chef’s Tool Market’ in May. In June, they established a dedicated team comprising Chief Producers, Product Owners, Directors, and Marketers focused on independent IP development, encompassing everything from planning and branding to product curation and marketing.
‘Eunse’s New Discoveries’ marks the inaugural product of this newly formed development squad. Kim Jin-kyung, the head of the Mobile Live Production Team at CJ OnStyle, stated, “Eunse’s New Discoveries is an innovative IP that uniquely traverses mobile, TV, and OTT platforms with diverse formats. We aim to solidify our position as a leading platform for video-based commerce by continuously delivering fresh and entertaining content.”
The launch of ‘Eunse’s New Discoveries’ not only sets a new precedent for simultaneous content delivery but also highlights CJ OnStyle’s commitment to evolving the landscape of content commerce through innovative strategies and engaging formats. As the lines between traditional retail and digital media continue to blur, CJ OnStyle appears poised to lead the charge into a new era of consumer engagement and multimedia shopping experiences.
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