Brand incubator Syllable is teaming up with mobile-first content creators at Shots Studios on skin-care. launch.
Brand incubator Syllable is teaming up with mobile-first content creators at Shots Studios on a new skin-care launch. Loops Beauty is the first brand launched by Syllable, as well as by Shots Studios, which has partnered with Netflix, Sprint and Axe. Shots Studios partners with a variety of creators in the YouTube space, including Hannah Stocking, Anwar Jibawi, Rudy Mancuso and Delaney Glazer, who each have 7.2 million, seven million, five million and 264,000 subscribers, respectively.
Tushar Adya, chief executive officer and cofounder of Syllable, the brand creator focused on CPG categories, said their retail will stick mostly to the digital space. “We do have a robust product pipeline,” he said. “If we were to consider brick-and-mortar, it would be more experiential.” The consumer Adya and his partners are going after are those less acquainted with skin care than a hard-core beauty lover. “We weren’t trying to win over that 1 percent of beauty enthusiasts with seven-step routines,” said Sam Shahidi, cofounder of Shots Studios. “How do we win over everyone else?”
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