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.
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.
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.