Products Made by SM Entertainers... Sold on Naver

SM C&C Launches 'CelebBrand'
Expands into Brand Commerce Sector
From Advertising Company to Comprehensive Content Company

[Asia Economy Reporter Cha Min-young] SM C&C is expanding its scope from an advertising specialist company to a comprehensive content enterprise by entering the brand commerce business.

On the 2nd, SM C&C announced the launch of the integrated brand "Celeb Brand," which produces and sells products together with celebrities from the SM Entertainment Group. Celebrities affiliated with SM Entertainment Group select areas of interest reflecting their tastes and hobbies and participate in product planning and design. The products will be sold through the Celeb Brand section on Naver Fashion & Beauty and the Smart Store.

The first product for sale is singer BoA's "Little Bird." Starting with the release of content depicting the commerce production story on the day, sales will begin on the 7th. Little Bird is a scarf created by BoA, who is usually interested in mentoring, to help children aging out of protective care become independent. To commemorate BoA's 20th debut anniversary, the proceeds will be donated to organizations supporting these children through Naver Happy Bean.

Following BoA's start, the first round will officially begin. "Cleanliness enthusiast" Kim Hee-chul will launch a bamboo toothbrush and natural toothpaste set that is good for teeth and the environment; "cosmetic enthusiast" Suhyun will release lip tints for teenagers; and "fitness enthusiast" Girls' Generation's Yuri will sequentially launch a home training equipment set that is both healthy and beautiful. SM C&C's marketing experts conducted professional inspection processes on the products to enhance quality.

Product sales will take place on Naver Smart Store to maximize consumer shopping convenience. Various shopping benefits will also be provided to consumers who apply for "Store Wishlist" on the Celeb Brand Smart Store and those who subscribe to the "Celeb Brand Channel" on Naver TV.

Product-related content will be developed through the Celeb Brand section on Naver Fashion & Beauty. On the brand site opening on the 7th, more detailed production stories will be revealed, from the planning background started by the celebrities' interests to episodes during the production process. As content commerce, which allows consumers to enjoy commerce like content, is the trend, the site will be operated as a space to enjoy all the stories behind the brand's birth in line with current trends.

Celeb Brand plans to continuously expand its lineup by introducing three products per round starting with this round. To this end, various celebrities affiliated with SM subsidiaries such as SM Entertainment, KeyEast, Mystic Story, and Esteem are preparing to participate as planners.

Namgung Cheol, CEO of SM C&C, stated, "SM C&C is not confined to the existing advertising business industry but continues various attempts as a comprehensive content company. Brand commerce is also part of these efforts, and we plan to continuously discover new growth engines by linking SM Entertainment Group's infrastructure and SM C&C's marketing capabilities."