Time Inc. Launches THE PRETTY, a Stand-Alone Social Video Brand All about Beauty
June 15 2017 - 10:05AM
Business Wire
THE PRETTY Goes Live Today on
Facebook and Instagram
L’Oréal Paris and Maybelline New York Are
Exclusive Sponsors
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.
Follow The Pretty on Facebook and Instagram.
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.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170615005723/en/
Time Inc.Jill Davison, 212-522-0105Jill.Davison@timeinc.comEmma
Byrd, 212-522-5831Emma.Byrd@timeinc.com
Time Inc. (NYSE:TIME)
Historical Stock Chart
From Aug 2024 to Sep 2024
Time Inc. (NYSE:TIME)
Historical Stock Chart
From Sep 2023 to Sep 2024