Condé Nast, parent to Vogue, Allure, Glamour, W and Vanity Fair, among other publications, is doubling down in its efforts to reach millennial consumers with the coming launch of a new social beauty franchise. Entitled, #TheLookIs, the publishing giant’s new project will be hosted by a new digital network, the Condé Nast Beauty Network, combining the content and audiences of its beauty and lifestyle brands, including Allure, Glamour, Vogue, Teen Vogue, Self, Brides, W and Vanity Fair.
Set to launch in September, #TheLookIs will be built around a popular digital newsletter tested by Condé Nast earlier this year. It is slated to feature stories, tips, social videos and other content curated by Condé Nast’s beauty editors, along with custom and native ad content intended to help drive consumer discovery and engagement with trends. To that end, it will target the publisher’s roughly 150 million social followers. Social video will play a major role in its content offerings, including original video created by Condé Nast’s Social Studio.
Advertisers will be able to tap into a trove of behavioral data gathered by Condé Nast on its Web audiences for targeting within the digital newsletter and across its properties. There is also a print component to the network, beginning with the debut of #TheLookIs in the October print issues of Condé Nast beauty publications.
Condé Nast will promote the Beauty Network with #TheLookIs across the company’s entire social, digital, video, print and branded-content portfolio of properties.
Like other fashion and beauty publishers, Condé Nast has been moving aggressively in social and mobile. Last month, fashion flagship Vogue launched a new app that keeps users up to the moment on events and trends in fashion, beauty, runway and celebrity style, homes, weddings, food, travel, and entertainment.