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Today, Condé Nast announced that it will be launching a "new, socially-led beauty franchise," called #TheLookIs. As the hashtag suggests, this new project will target a millennial audience, primarily for the purpose of
selling them things curating beauty content across all its various magazines and platforms.
According to a release, the project will debut in September online and in October print issues. Beauty editors from Allure, Glamour, Vogue, Teen Vogue, Self, Brides, W and Vanity Fair will take turns curating #TheLookIs. Celia Ellenberg, Vogue's beauty director, will be the first, and content will be customized to the voice of each Condé brand. It will include how-to videos and "will also include lush print executions and a digital newsletter built from the top-trending beauty content from across Condé Nast's brands, as well as other premium beauty destinations, and will be distributed to a targeted list of influential beauty consumers pulled from the Condé Nast database," states the release.
This sounds a little bit like what Carine Roitfeld does across Hearst magazines mixed with the newly launched social-media only entity Obsessee. Condé has been making a concerted effort to increase its digital presence and engagement, and beauty is a great place to start.