NEW YORK--(BUSINESS WIRE)--Time Inc. (NYSE:TIME) announced today that it has launched THE PRETTY, a social video brand for a millennial and Gen Z audience hungry for beauty content. The brand combines how-tos, hacks, product information and humor. 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 humor 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’s 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 & Sports, who is leading THE PRETTY editorially, commented, “THE PRETTY’s videos marry expertise, tips and humor 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.
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 170 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 approximately 60 diverse brands in the United Kingdom. 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.