Time Inc. to Launch The Pretty, a New Standalone Social Video Brand All About Beauty
L’Oréal Paris, Maybelline New York, Exclusive Sponsors
NEW YORK–(BUSINESS WIRE)–Time Inc. (NYSE:TIME) announced today that it will be launching The
Pretty, a new standalone social video brand for a millennial and Gen Z
audience that is passionate about beauty. Scheduled to debut this
summer, 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; approximately 52 million unique visitors per
month, and nearly 20 million millennial unique visitors per month across
the Time Inc. sites.*
The Pretty marks the debut of Time Inc.’s latest social video brand. In
March, the company introduced the food brand Well
Done which has generated more than 155 million views in less than
two months.
Sponsored by L’Oréal Paris and Maybelline New York, The Pretty will
distribute approximately 10 new short form videos per week hosted by
influencers, Time Inc. beauty editors, celebrity glam squads, and more,
featuring beauty tutorials, expert tips and tricks, and product reveals.
“We’re always excited to bring creative, engaging content to consumers
in new ways,” says Nadine McHugh, SVP Omni Media, Strategic Investments
and Creative Solutions, L’Oreal USA. “This partnership provides a
multi-brand platform for L’Oreal brands to reach audiences who are
passionate about beauty through snackable, compelling content.”
The Pretty’s videos will launch on new Facebook and Instagram channels
and will be distributed through HelloGiggles’ Facebook and Instagram
handles, @Hellogiggles. HelloGiggles boasts 13 million monthly unique
visitors, 64% of which is millennial and Gen Z. On Facebook,
HellloGiggles has seen a 173% growth in video views year-over-year.**
Time Inc.’s beauty portfolio will also distribute the videos.
“This new editorial lifestyle brand underscores our growing video
capabilities and leverages our significant scale and our brands with an
authority and leadership position in the beauty space,” said Jen
Wong, Time Inc. Chief Operating Officer and President of Digital.
“Given our expertise in beauty, we know that millennials and Gen Z love
short, inspiring and fun videos featuring the latest beauty tips and
trends, and we’re thrilled that L’Oréal Paris and Maybelline New York
have joined us to introduce this exciting new brand.”
Zoe Ruderman, Executive Director of Content Strategy for Style,
Entertainment & Sports, will lead The Pretty editorially. Under
Ruderman’s direction, the company will create content at
state-of-the-art video studios in New York and Los Angeles.
“We know that our users love beauty, and they love watching videos on
Facebook and Instagram. Thanks to our incredible access and beauty
expertise, combined with HelloGiggles’ tremendous ability to create fun
viral content, we’re uniquely positioned to win in this space,” said
Ruderman. “When we produce these videos, we’re asking ourselves, ‘does
it make me feel smarter and more in-the-know? Is it fun to watch? And,
do I immediately want to share this with friends?’ Our goal is to answer
all three questions with yes.”
*Source: comScore
**Sources: Facebook Insights Q1 2017
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 150
million consumers every month through our portfolio of premium brands
across platforms. By combining our distinctive content with our
proprietary data and people-based targeting, we offer highly
differentiated end-to-end solutions to marketers across the multimedia
landscape. Our influential brands include People, Time, Fortune, Sports
Illustrated, InStyle, Real Simple and Southern Living, as well as more
than 50 diverse titles in the United Kingdom, including Wallpaper. Time
Inc. has been extending the power of our brands through various
acquisitions and investments, including Viant, an advertising technology
firm with a specialized people-based marketing platform; The Foundry,
Time Inc.’s creative lab and content studio; and the People
Entertainment Weekly Network (PEN). The company is also home to
celebrated events, such as the Time 100, Fortune Most Powerful Women,
People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the
Year, the Essence Festival and the Food & Wine Classic in Aspen.
ABOUT L’ORÉAL PARIS
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care
brand dedicated to empowering women by offering the most luxurious and
innovative products and services available in the mass market. The
brand’s signature tagline, “Because I’m Worth It,” was born in the
United States in 1971 to celebrate the beauty and intrinsic self-worth
of women, and for more than 100 years, L’Oréal Paris has been providing
women around the world with products in four major beauty categories:
hair color, haircare, skincare and cosmetics. With L’Oréal’s invention
of hair color in 1909, the brand continues to serve as the leading
innovator of hair products across color, care, and styling with brands
such as Superior Preference, Féria, Excellence Crème, Advanced Haircare,
the Ever Collection, Advanced Hairstyle, and Elnett Satin Hairspray. As
the #1 Skin Expert brand worldwide, L’Oréal Paris provides
scientifically-advanced skincare products that are clinically proven to
address individual skin concerns through its renowned brands Revitalift,
Hydra Genius, Age Perfect, and Sublime Bronze. L’Oréal Paris’ iconic
cosmetics collections include Infallible, True Match, Colour Riche,
Voluminous, and Visible Lift. For more information about L’Oréal Paris
and to receive personalized advice, expert tips, and exclusive content ,
please visit www.lorealparisusa.com
or follow on Instagram (@LOrealMakeup, @LOrealHair, @LOrealSkin,
@LOrealMens), Snapchat (@LOrealMakeup), Twitter (@LOrealParisUSA),
Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).
ABOUT MAYBELLINE NEW YORK
Maybelline New York is the number one cosmetic brand in the world,
available in over 100 countries. By combining technologically advanced
formulations with on-trend expertise and New York City edge, Maybelline
New York’s mission is to offer innovative, accessible and effortless
cosmetics for every woman. The brand is currently the official makeup
sponsor of New York Fashion Week and other fashion weeks worldwide. For
more information, log on to www.maybelline.com.
Contacts
Time Inc.
Jill Davison, 212-522-0105
Jill.Davison@timeinc.com
or
Emma
Byrd, 212-522-5831
Emma.Byrd@timeinc.com
