Time Inc. has launched a new video beauty brand for millennials in partnership with L'Oreal Paris and Maybelline New York. The Pretty will offer beauty content to Time Inc.'s 50 million consumer-wide audience, with brands like HelloGiggles, People, InStyle, Real Simple, Essence, PeopleStyle, and People en Español. The brand hopes to establish itself as a top platform for younger consumers.
"This partnership provides a multi-brand platform for L’Oréal brands to reach audiences who are passionate about beauty through snackable, compelling content," said Nadine McHugh, SVP Omni Media, Strategic Investments and Creative Solutions, L’Oréal USA.
The Pretty will launch in the summer of 2025, offering 10 weekly videos filmed in Los Angeles and New York. It will also launch through Time Inc.'s other beauty channels.
Image Credit: Time Inc.
What Makes This Trend Stand Out
- Video-driven Marketing
- Leveraging short, engaging video content as a means to captivate millennial audiences offers new avenues for reaching consumers with an emphasis on visual storytelling.
- Multi-brand Collaborations
- The partnership between major beauty brands and media corporations represents a shift towards creating unified platforms for diverse brand content delivery.
- Snackable Content Focus
- Focusing on concise and easily consumable content caters to the fast-paced information consumption habits of today’s digital audiences.
Sectors Adopting This
- Beauty and Personal Care
- The introduction of social video platforms highlights evolving strategies within the beauty sector to engage consumers through dynamic content.
- Digital Media Publishing
- A surge in demand for video-based content transforms traditional media companies into key players in digital engagement.
- Influencer and Social Media Marketing
- An increased reliance on platforms that blend entertainment and marketing underscores the integration of traditional advertising with influencer-driven trends.
