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.”
**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.