Time Inc. Moves Into Social Video, Targets GenZ And Millennials With "The Pretty"
Eager to capture the attention of 16- to-35-year-old beauty enthusiasts, Time Inc. has launched “The Pretty,” a new social video brand. The new brand debuted on Facebook and Instagram on June 15 with L’Oréal Paris and Maybelline New York as exclusive sponsors.
What’s notable is the all-video approach that offers how-tos, hacks, product information and entertainment, plus the plan to target both GenZ — starting at around age 16 — in addition to Millennials.
The Pretty will tap into content from Time Inc.’s existing portfolio of brands, including Hello Giggles, People, InStyle, Real Simple, Essence, PeopleStyle, and People En Espanol. Time Inc. said these brands combined have more than 50 million fans and followers on social media.