Time Inc. launches The Pretty, a stand-alone social video brand all about beauty
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 humour 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’ 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 and sports, who is leading The Pretty editorially, commented, “The Pretty’s videos marry expertise, tips and humour 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.
Time Inc. is a member of FIPP.
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