Hearst plans beauty portal for fall

NEW YORK: With plans to officially launch RealBeauty.com in November, Hearst Digital Media is positioning the beauty and wellness portal as a personal interactive resource for consumers and a targeted ad vehicle for advertisers.

NEW YORK: Hearst Digital Media is positioning the new beauty and wellness portal it plans to launch in November as a personal interactive resource for consumers and a targeted ad vehicle for advertisers. The site, RealBeauty.com, will include a makeover photo tool, “Beauty Book” feed function, “Beauty Circle” social networking feature, original beauty and wellness content, and contributions from Hearst resources such as Marie Claire and outside sources like Latina magazine, makeup artists, and hairstylists.

“There are a ton of smaller sites and bloggers, but really nobody who's large with an authority like we have,” said Nicole Stagg, founding editor of RealBeauty.com and senior director of content and product strategy at Hearst Digital. “We get so much traffic on Cosmopolitan.com and MarieClaire.com. We're known through our own brands by nature of being so big.”

Regarding the decision to launch a beauty vertical, she said, “We're hitting categories that are big for consumers and advertisers... A lot of people are already coming to our sites for beauty info.”

To promote the site, Stagg said Hearst's internal team is working on SEO and leveraging its 200-plus syndication partners, such as MSN, Yahoo, and AOL.

Hearst Digital AOR Larkin/Volpatt Communications is helping to reach out to mommy bloggers, beauty bloggers, and trade and beauty reporters from the top 50 national newspapers, explained Michael Volpatt, partner at the agency, as well as well as with tweeting related news and updates.

He added that the team will do another round of outreach in late September, when the beta version launches, and a larger push during the official launch in November, including a potential event for reporters and bloggers.

Upon launch, Stagg noted that the company will promote the site via relevant Hearst platforms such as MarieClaire.com.

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