Launching with its own Facebook and Instagram channels, The Pretty will leverage Time Inc.’s beauty portfolio, including HelloGiggles, People, InStyle, Real Simple, Essence, PeopleStyle and People en Español, and its audience of more than 50 million fans and followers on social media. L’Oréal Paris and Maybelline New York are The Pretty’s exclusive launch sponsors.
The Pretty creates approximately 10 new short-form videos per week, including beauty tutorials, hacks and product reveals aimed to reach audiences with humour and relatability. The brand launches with franchises including “It Only Looks Tricky,” tutorials that make complicated looks feel accessible; “DIY Beauty,” for viewers who want to make their own beauty products; “Huge on Insta,” which highlights beauty trends that are popping on Instagram; and “When You’re Obsessed With,” videos that resonate with the person who can’t live without a certain product. In addition to being distributed on The Pretty’s social channels, the videos will also live on HelloGiggles’ Facebook and Instagram and are featured on a new dedicated section on HelloGiggles.com.
“The Pretty is an exciting new brand for us because it brings our millennial and Gen Z audiences the short, fun videos they crave,” said Jen Wong, Time Inc. chief operating officer and president of digital. “We expect to see The Pretty leverage the authority of our beauty brands to reach new audiences and become an influential voice in beauty."
Zoë Ruderman, executive director of content strategy for style, entertainment and sports, who is leading The Pretty editorially, commented, “The Pretty’s videos marry expertise, tips and humour to fill a gap in the beauty space for smart, funny content. We’ve seen huge success with Well Done, and we’re looking forward to replicating that engagement and reach through the lens of beauty.”
The Pretty is Time Inc.’s second social video brand. In March, the company introduced the food brand Well Done, which has driven more than 245 million views in the three months since launch.
Time Inc. is a member of FIPP.
More like this
NewsLifeMedia, a division of News Corp Australia, has appointed Sprylab technologies to publish their digital magazine content on Purple DS, its digital publishing initiative for their premium consumer titles. These include flagship brands such as Vogue Australia, Vogue Living, GQ Australia, and Delicious. NewsLifeMedia publishes magazines in Australia across key consumer categories of food, style and home.22nd Aug 2017 Industry News
Here is a round-up of the stories in digital innovation, publishing, and magazine media that got people talking.18th Aug 2017 Industry News
On August 14, 2017, the management board of Media Group Medweth will be expanded to include a four-member body (alongside Christian Medweth, Bozidar Luzanin and Marie-Christine Dreyfus), as well as expanding the management of OZ-Verlag. Frances Evans, formerly international marketing and innovation at Burda International, joins as a member of Medweth's management board, and as CEO of OZ-Verlag at the Rheinfelden site, together with co-'managing director Sandra Linsin.9th Aug 2017 Industry News
Larry Sommers, vice president of Meredith Content Licensing, and Mike Lovell, who manages the international brand licensing business, explain how they revolutionised Meredith’s proposition – and how they’re equipping it for the future…14th Aug 2017 Features
Hearst’s Seventeen magazine is building on a program it launched a year ago, after finding success with The Seventeen Fashion Experience. The program is a fashion summer camp for junior and high school students, that not only functions as a revenue stream, but allows the magazine media brand to stay in touch with and learn from its teenage audience.21st Aug 2017 Features
The New York Times launched a new magazine focusing on travel for the Chinese market Aug. 10, called “The New York Times Travel Magazine 新视线”. The magazine, which will come out six times a year, is published by Huasheng Media.17th Aug 2017 Features
As a strong believer in the haptic experience of analogue media Christian Kallenberg has been championing the value of print within a multi platform strategy.14th Aug 2017 Features
Diversified revenue mixes within Haymarket Business Media, including events and data driven advertising has boosted business over the last couple of years, especially within the B2B environment, says Tim Lomas, commercial manager of Haymarket’s Energy and Environment Division.21st Aug 2017 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next