Condé Nast's CMO Edward Menicheschi announced on Tuesday that the media company is adding another layer to its beauty content offerings. A new social media friendly network called #TheLookIs (hashtag included) will launch digitally in September, as well as in the pages of October issues across several of Condé's more female-focused titles: Allure, Glamour, Vogue, Teen Vogue, Self, Brides, W and Vanity Fair. It is "designed to connect with a new generation of beauty enthusiasts," and "advertisers will have the opportunity to prominently integrate their brands, and co-create content across formats and platforms," said the company in a statement.
Here's what we know so far: The beauty content will take the form of video, print pieces and branded-content portfolios, and will live on all of the major social media platforms. #TheLookIs will be organized quarterly around a seasonal look or trend, and be customized for each magazine's voice and audience. There will be a separate section in each print magazine of the aforementioned titles listed above dedicated to #TheLookIs; each title will continue to produce its own beauty coverage. The majority of #TheLookIs will not be branded content, and it will be written by the different titles' editors. Finally, #TheLookIs content might be supported by one advertiser or a group of advertisers.
"Developed and informed by the company's deep behavioral data, #TheLookIs will be curated by the company’s beauty editors, and drive trend inspiration and product discovery through social video, native content, personalized targeting and high-impact print," said the company in a statement. Vogue's Beauty Director Celia Ellenberg will oversee the first edition.
There is also a newsletter component. Menicheschi told WWD that Condé has been experimenting with the format, and the success of a beauty edition over the past four months led to the formalization of #TheLookIs. He also said similar networks focusing on different categories may be coming down the pipeline soon. "It's fair to say we'll be in the market with other elements," he said. Beauty is a natural place to start a social-media focused network, since millennial consumers are turning to social media and video to find out about new products and how to use them.