The products will be sold under "CELEBRAND," a business-to-customer retail brand, SM C&C said in a statement on December 2. The company strategically targets consumers who wish to buy good quality products verified by influencers or celebrities. All products will go through quality checks before they are put on online shelves. Market data shows that consumers favor products endorsed by influencers.
It is common for K-pop entertainment agencies to release products through self-owned online shopping malls. However, items such as apparel, light sticks and limited edition albums were for fan activities. BTS was one of the first K-pop bands to globally release unique products that were not for fan support activities. The seven-member band designed and sold cosmetics products through an online store in 2018.
The first CELEBRAND product that would go on sale on December 7 is "Little Bird," a muffler designed by singer-actress BoA. The 34-year-old first-generation K-pop star said that she would donate profits to support those who have to leave foster care when they become 18.
SM C&C said that bamboo toothbrushes created by Super Junior Kim Hee-chul, home training kits created by Girls' Generation member Yuri, lip tint created by singer-actress Kim Soo-hyun will be released later. SM and Naver forged a partnership in April this year to strengthen online fan communication. They have collaborated to live stream concerts through V Live, the web portal operator's live broadcast app.
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