Time Inc. is launching The Pretty, a new social-only publication for beauty videos to, what else, reach Millennial and Gen Z females. The new brand marks Time Inc.’s second venture into social-only territory, riding on Well Done’s very successful coat tails. The Pretty will post about ten videos a week, covering tutorials, tips, and product releases with the help of influencers and “celebrity glam squads.” Sponsored by Maybelline New York and L’Oréal Paris, videos will be distributed across Facebook and Instagram through HelloGiggles’ profiles, “uniquely position[ing them] to win.” (Yahoo!)
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