May 5, 2017
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Time Inc. launches millennial and Gen Z-focused social video beauty brand, The Pretty

May 5, 2017

Time Inc. is launching a new social video beauty brand targeting the ever-popular millennial consumer in an exclusive partnership with L'Oréal Paris and Maybelline New York.

Photo: HelloGiggles.com

Called The Pretty, the project will be a standalone beauty brand that will reach 50 million beauty consumers within Time Inc.'s reach. Current Time Inc. beauty brands include HelloGiggles, People, InStyle, Real Simple, Essence, PeopleStyle and People en Español.

The Pretty targets millennial and Gen Z beauty consumers through a series of videos released on a weekly cadence. 10 videos will be launched per week, featuring beauty experts from both Time Inc. as well as sponsors L'Oréal and Maybelline.

Nadine McHugh, SVP Omni Media, Strategic Investments and Creative Solutions, L’Oréal USA said of The Pretty, "this partnership provides a multi-brand platform for L’Oréal brands to reach audiences who are passionate about beauty through snackable, compelling content.”

Time Inc. forecasts over 52 million unique visitors per month and 20 million millennial consumers per month will be targeted through this new campaign.

The videos will be released through HelloGiggles' Facebook and Instagram handles. HelloGiggles captures 13 million millennial consumers per month and continues to grow its reach exponentially. The Pretty will also launch through Time Inc.'s other beauty channels.

Zoe Ruderman, Executive Director of Content Strategy for Style, Entertainment & Sports, at Time Inc. will lead editorial content for The Pretty. Videos for the series will be filmed both in Los Angeles and New York.

Ruderman explained the thought process behind the launch and positioning saying, "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.”

The Pretty is scheduled to debut this summer.

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