Joyus is getting into the original video content game. The video-shopping startup launched 12 new original series based on fashion, beauty, and lifestyle genres to help boost its brands’ sales.
Founded in 2011 and based in San Jose, California, Joyus is an ecommerce site that works with around 800 brands (like L’Oreal and SuperGa) to create video content about those brands’ products. The video is meant as a marketing tool used to get consumers to buy the featured product or some of the other 8,000 or so other items on Joyus’ site. While Variety notes the privately-owned company doesn’t reveal financial figures, Joyus splits roughly 50% of its sales revenue with brand partners and also gives a cut of revenue to partners that distribute its videos.
With its slate of originals, Joyus is aiming to drive overall company sales (not necessarily tied to any specific brands or products) through video programming and awareness. One series produced by Time Inc., for example, is called People Stuff We Love and shows viewers celebrity-favorite items at reasonable prices, picked by Joyus staff alongside People Magazine features editor Zoe Ruderman.
“We’re combining content and commerce,” said Joyus founder and CEO Sukhinder Singh Cassidy. The executive also noted video “continues to be our hero,” as the visual format on Joyus usually results in three to five times the sales-transaction rates compared to non-video content.
Here’s a list of the remaining 11 series Joyus created for its site:
Street Styl’d: Style expert Marcellas Reynolds makes on-the-spot fashion tweaks to women he meets strolling around L.A.
60 Second Style Swap: Presents three great fashion looks one minute.
The Arsenal: A spotlight on essential items that every woman must have in her closet.
All Figured Out: Shopping videos featuring fashion with slimming styles.
Mobile Marcy: Home-organization expert Marcy McKenna offers tips on overhauling your closet, setting a table or organizing your office.
The Fix: Shopping videos that provide fast fixes, ranging from reducing clutter in the kitchen to reducing accessory overload.
Smart Beauty: A Consumer Reports-style series covering questions, concerns and benefits on all things beauty.
Beauty Hush Hush: Covering less-sexy beauty regimens like hair removal, callused feet and rough skin.
Beauty Bootcamp: Beauty trainers coach viewers with a daily dose of demos, ideas and tips.
Fit & Fabulous: Fitness series providing tips on workouts, athletic wear and more.
OMJ (Oh My Joyus!): Shopping videos geared around special product offers available for only 72 hours.
You can catch all shows on Joyus’ website. The copmany, which raised $24 million in funding back in June 2015, is backed by Disney’s Steamboat Ventures, Time Warner (hence the Time Inc.-produced original series noted above), Accel Partners, Interwest, and Marker.
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