Condé Nast has launched a new branded content platform. Called #TheLookIs, the initiative will see content targeted at beauty consumers across social media, online content and in print. The scheme is due to launch in September online and in October print issues.
Curated by beauty editors from several of the company’s brands, including Allure, Glamour, Vogue, Brides and Vanity Fair, the project aims to help consumers find new brands and products. As well as social media content and glossy magazine spreads, #TheLookIs will also produce a digital newsletter to be distributed to a targeted list of influential consumers taken from the Condé Nast database.
Edward Menicheschi, Chief Marketing Officer and President at the Condé Nast Media Group, explained: “Our millennial audiences live connected lives and have an insatiable demand for inside information around beauty trends and products. Our brands have unrivalled expertise in the beauty category, from the lab to the runway, and the creation of the Condé Nast Beauty Network and #TheLookIs allows marketers to tap into our unprecedented scale of active beauty consumers and create an entirely new way to tell their stories.”
The first instalment of the project will be curated by Celia Ellenberg, Beauty Director at US Vogue. Content on separate titles will be customised to fit each brand’s unique voice.