Time Inc. Launches a Social-First Site for Beauty Content
Showing commitment to a millennial audience.
Time Inc. is showcasing a commitment to Millenials as the company launches digital-first products. This past January, The Snug made its debut as a décor and DIY social hub for Millennials. Evenlyn Webster, EVP at Time Inc., said it was the first example of the company's social digital strategy.
On March 16, Time Inc. launched MIMI, another product dedicated to the company's overall digital stance. MIMI is designed as a social-first site that constantly streams beauty content and videos curated from a variety of sources including MIMI writers, Time Inc. beauty editors, bloggers and consumers.
“MIMI represents a substantial opportunity for Time Inc. to attract new consumers, while deepening engagement with our existing audience of 70+ million women,” says Webster in a statement. Consumers also have an active role in the MIMI community contributing their own beauty stories, how-to’s and more. Editors then choose from these to feature as top submissions on the site.
The site was built on a digital publishing platform developed by RebelMouse and features display ads for products such as Target's "latest beauty obsessions."