Time Inc.'s millennial and Gen Z video beauty brand The Pretty goes live

By

Cassidy Mantor

Published
Jun 16, 2017

The Pretty has gone live today on Facebook and Instagram channels, which will deliver beauty content to over 50 million followers in exclusive partnership with Maybelline New York and L'Oreal Paris.

The Pretty will release approximately ten videos a week. The videos will feature tutorials and product reveals. The Pretty will also tell a series of stories with themes such as "it only looks tricky," the idea being to make beauty more accessible.

The Pretty's community building strategy will also tap its entrepreneurial viewers in a section for "do it yourself" where viewers aspiring to become beauty professionals can share their own products.

To connect with Millennials and Gen Z customers, The Pretty created a "huge on Insta" section where followers can learn more about products they have seen trending on Instagram.

Time Inc. will instantly reach 50 million views by leveraging its portfolio of beauty brands. Its existing brands include Hellogiggles, Instyle, Real Simple, Essence and People.

Jen Wong, Time Inc. Chief Operating Officer and President of Digital said, “We expect to see The Pretty leverage the authority of our beauty brands to reach new audiences and become an influential voice in beauty."

The Pretty content will be distributed through its branded channels on social media. It will also have a permanent home on Hellogiggles' website and through the Hellogiggles social channels.

The Pretty is Time Inc.'s second foray into social video branding. In March it introduced a food brand, Well Done, that has received 245 million views since it launched.