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Time Inc. to launch The Pretty, a new standalone social video brand all about beauty

The brand, aimed at a millennial and Gen Z audience that is passionate about beauty, is scheduled to debut this summer. It will leverage Time Inc.’s beauty portfolio 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. It will include content from the media house brands including HelloGiggles, People, InStyle, Real Simple, Essence, PeopleStyle and People en Español.

Hello Giggles ()

Above: Screenshot of hellogiggles.com

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 per cent of which is millennial and Gen Z. On Facebook, HellloGiggles has seen a 173 per cent 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.”

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