L’Oréal backs Time Inc.’s new social video brand, The Pretty

By Deanna Utroske

- Last updated on GMT

L’Oréal backs Time Inc.’s new social video brand, The Pretty

Related tags Brand Time

The new content initiative is sponsored exclusively by L’Oréal consumer brands and will leverage the knowhow of several Time Inc. beauty editorial teams. Among The Pretty’s debut series is one that’s all about DIY, showing consumers how to make their own personal care and cosmetic products.

The Pretty is just the latest example of how beauty media is adapting its form, function, and content to meet today’s “readers” where they are. “THE PRETTY is an exciting new brand for us because it brings our millennial and Gen Z audiences the short, fun videos they crave,”​ explains Jen Wong, chief operating officer and president of digital at Time Inc.

Wong and her team see video content as format that will be successful for some time: “We expect to see THE PRETTY leverage the authority of our beauty brands to reach new audiences and become an influential voice in beauty,” ​she says in a press release announcing the new initiative.

What’s on

The Pretty is meant as add on content for the publisher’s millions of readers, followers, and fans who are already engaged with beauty content from HelloGiggles, People, PeopleStyle, People en Español, InStyle, Real Simple, and Essence. According to Time, that’s an audience of over 50 million.

Regular video features on The Pretty will include tutorials titled ‘It Only Looks Tricky’, blend it yourself how-to’s called ‘DIY Beauty’, social media inspired trend pieces called ‘Huge on Insta’, and ‘When You’re Obsessed With’ videos about beauty fanatics and the products they are passionate about.

All this video content will live not only on The Pretty but also on the HelloGiggles site as well as that brand’s Instagram and Facebook.

What works

The venture launched last Thursday, thanks to exclusive sponsorship from both L’Oreal Paris and Maybelline New York. And it’s the second such video initiative for Time. In March the publisher launched a food video content property branded Well Done.  

Zoë Ruderman, executive director of content strategy for style, entertainment, and sports at Time is running editorial for The Pretty. And she believes that what’s working for the company in food will work well in beauty too. “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,” ​Ruderman tells the press.

Related news

Show more

Related products

show more

Exosomes: Passing Trend or Transformative Reality?

Exosomes: Passing Trend or Transformative Reality?

Content provided by Naolys | 26-Mar-2024 | White Paper

Exosomes, microscopic vesicles naturally present in abundance within Plant Cells, have garnered significant attention within the scientific and cosmetic...

How Nutricosmetics Can Enhance Skin Beauty

How Nutricosmetics Can Enhance Skin Beauty

Content provided by Activ'Inside | 11-Dec-2023 | White Paper

In the ever-evolving realm of nutricosmetics, where inner wellness meets outer beauty, few natural ingredients have captured the spotlight quite like grapes.

Ultimate Antimicrobial Solution for BPC

Ultimate Antimicrobial Solution for BPC

Content provided by Acme-Hardesty Company | 11-Oct-2023 | White Paper

Sharomix™ EG10, a versatile broad-spectrum antimicrobial liquid blend for preserving personal care products, ensures safety at usage levels ranging from...

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...

Related suppliers

Follow us


View more