Singapore's MediaCorp in media-for-equity deal with VC-backed skincare brand

This is the first time it has entered into a media-for-equity partnership with a non-media company. The arrangement will see Crème Simon get advertising space and airtime across a range of print, online, TV, radio and out-of-home platforms over a one-year period.

Founded in 1860, Crème Simon is one of the world's oldest skincare brands and is known for its natural products. With support from Singapore-based investor Hera Capital, the brand was re-launched in Asia last year. All product R&D and formulations continue to be manufactured in France.

Crème Simon products are sold in South Korea, Hong Kong, Indonesia and Australia, as well as in France and Singapore. The company is preparing to launch in Malaysia and Thailand, and is also developing a flagship concept store in Paris.

"Media-for-equity investments are an effective way for MediaCorp to optimize advertising inventory and participate in entrepreneurial ventures with potentially strong returns. Instead of investing money, we're investing advertising media," Guillaume Sachet, head of strategic planning at MediaCorp, said in a statement.

MediaCorp pioneered the development of Singapore's broadcasting industry and today has more than 50 products and brands in four languages. The company is accelerating its efforts to expand its venture capital portfolio. In July, it announced the selection of eight start-ups for its Mediapreneur incubator program, which nurtures high-potential technology companies for the media industry.

Hera focuses on small cap companies in Southeast Asia, typically investing $1-10 million per deal. The firm raises capital on a relatively short-form, transparent basis, whereby LPs commit capital to a structure that will back 4-6 companies that have already been lined up for investment.

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• Topics
• Consumer
• Southeast Asia
• Early-stage
• Venture
• Venture
• Singapore
• Southeast Asia
• Hera Capital
• Consumer