THE WHAT? AmorePacific has piled KRW3 billion into beauty content creator network DMIL, according to a report published by Aju Daily.
THE DETAILS The K-beauty behemoth’s investment in the digital marketing start-up is said to be designed to help strengthen AP’s digital marketing capability. The multi-channel network boasts some 250 video creators that specialize in beauty content.
THE WHY? Some 78.6 percent of beauty shoppers aged 19 to 49 check online reviews or content before buying any product, Aju Daily says, quoting research conducted by Embrain; the move is designed to put AmorePacific front and center in the minds of those who routinely spend their time trawling YouTube and similar social channels.