Publishing giant Time Inc. and beauty and fashion-focused multi-channel network StyleHaul announced today that they entered into a multi-year partnership to create millennial-focused advertising programs.
The initial effort from the Time Inc./StyleHaul partnership is drugstore chain Walgreens’ “Whatever Makes You Feel Beautiful” campaign, a multi-platform initiative that includes editorial sponsorship, advertorial and digital components.
As part of the campaign, Walgreens is sponsoring the Entertainment Weekly’s “Beyond Beautiful” editorial platform. Walgreens’ agency, The Content Collective & OMD, brokered the deal, which kicked off with EW’s Feb. 12 issue and will continue across select Time Inc. brands, including People, People en Español and Essence.
Over the next five months, select members of StyleHaul’s creator network will work alongside the Time Inc. brands to develop red carpet, social storytelling and fashion and beauty content for Walgreens to drive conversations and consumer engagement. The effort kicked off with posts by Nikki Philippi, Teni Panosian and Kimberly Wheldon (a.k.a. TheChicNatural) from the red carpet of the Eltion John AIDS Foundation Oscar party.
“The scope and value of Time Inc.’s brands inspire our community and reflect the same passions,” said Stephanie Horbaczewski, CEO of StyleHaul, in a statement. “Together we are able to create dynamic content that resonates with audiences as well as offer our advertising partners a unique and authentic way to engage and extend innovative programs.”
Launched in 2010, StyleHaul has a network of 6,500 creators that attracts 70 million unique viewers, generating two billion views a month. It has also been home to original scripted series including “Vanity,” a fashion-focused show from “Lizzie Bennet Diaries” co-creator Bernie Su, “Web Therapy created by actress Lisa Kudrow (“Friends”), and Joey Graceffa’s young adult sci-fi drama “Storytellers,” produced in partnership with Legendary Digital Media. StyleHaul was acquired by European broadcasting giant RTL Group in November 2014 for $107 million.