Meet Time Inc.’s latest beauty darling THE PRETTY. THE PRETTY is a social video brand that looks to capitalize on millennial and Gen Z’s endless hunger for online beauty content. THE PRETTY looks to appeal to the consumer in the middle of the spectrum between near expert and frivolous. THE PRETTY’s Facebook and Instagram channels will play host to this content, and in a nod to advertisers will also be pushed to Time Inc.’s beauty portfolio which includes INSTYLE, HELLOGIGGLES, ESSENCE, LOOK, STYLEWATCH, and REAL SIMPLE, to name a few, offering a combined social audience of more than 50 million fans and followers.
L’Oréal Paris and Maybelline New York are going to be first to THE PRETTY party, locking themselves in as exclusive partners. The bite-sized pieces of video content will be served up 10x a week at the start, and will be a mix of how-tos, product information, and fun. This social-only, video-only model isn’t completely new to Time Inc., as they have had proven success with Well Done; the question is will this template work in the beauty space?
Read Digiday for full details on THE PRETTY.