These cosmetics giants have partnered with Time Inc. to create a new beauty video brand

By Sarah Parsons 10-May-2017

The Pretty is a 'snackable' beauty-focused social video brand that aims to engage with millennial and Gen Z cosmetics fans

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Well Done is Time Inc.'s first purely social video brand

Media company Time Inc. is due to launch a beauty-focused social video brand in partnership with two cosmetics industry giants.

The Pretty has been sponsored by L’Oréal Paris and Maybelline and it will target millennial and Gen Z beauty fans with its ten short form weekly videos.

“We’re always excited to bring creative, engaging content to consumers in new ways,” said Nadine McHugh, SVP Omni Media, Strategic Investments and Creative Solutions at L’Oréal USA.

“This partnership provides a multi-brand platform for L’Oréal brands to reach audiences who are passionate about beauty through snackable, compelling content.”

Each video will be hosted by influencers, Time Inc. beauty editors and ‘celebrity glam squads’. The videos will feature beauty tutorials, expert tips and tricks and product reveals.

The Pretty is not the first social video brand for the publisher. In March, Time Inc. introduced the food brand Well Done which has generated more than 155 million views in less than two months.

“This new editorial lifestyle brand underscores our growing video capabilities and leverages our significant scale and our brands with an authority and leadership position in the beauty space,” said Jen Wong, Time Inc’s Chief Operating Officer and President of Digital.

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“Given our expertise in beauty, we know that millennials and Gen Z love short, inspiring and fun videos featuring the latest beauty tips and trends, and we’re thrilled that L’Oréal Paris and Maybelline New York have joined us to introduce this exciting new brand."