Time Inc.’s ‘PEOPLE’ Partners with Poshly to Launch Publishing Industry’s First Data-Driven Digital Channel
NEW YORK--(BUSINESS WIRE)--Time Inc.s PEOPLE, the premier celebrity news and entertainment brand with a weekly audience of more than 58 million, is partnering exclusively with Poshly, the leading consumer intelligence company for the beauty and personal care industries, to launch a new data-driven digital channel, Poshly Giveaways by PEOPLE, on December 8.
The new channel, powered by Poshlys proprietary technology, will live on PEOPLE.com and will feature highly coveted giveaways curated by Poshly and PEOPLE editors. Users may enter the giveaways by answering a series of targeted questions for a chance to receive some of the worlds top beauty and personal care products. The giveaway quiz format will be presented in a fun interface that can be easily accessible for mobile, digital and social platforms and helps PEOPLE speak to its next-generation loyalists on their preferred devices
The relationship will provide PEOPLE with real-time consumer insights that can be used to refine content, product development strategy and marketing messaging. The collaboration also represents an evolution in PEOPLEs digital strategy to create more products that appeal to their growing millennial audience.
PEOPLE is thrilled to partner with Poshly in bringing this unprecedented and deeply engaging cross-platform destination packed with premium beauty offerings to our audience, says Joseph LaFalce, Executive Director, Business Development Digital Entertainment, PEOPLE and Entertainment Weekly. This new channel signifies PEOPLEs direction towards unlocking the power of data in our business practices and underscores our mission to create new and exciting tools and experiences that serve our consumers, editors and advertising partners in a holistic way.
As for Poshly, the partnership will allow them to expand their reach to a new audience and gives their 400k+ existing members access to beauty picks directly from PEOPLEs expert beauty and style editors. All of the data provided to Poshlys clients, and now PEOPLE, is anonymized and aggregated so brands are receiving valuable insights for decision-making, not personal information about users. Poshly believes the best way to know what a consumer is thinking is to ask them and give them a trustworthy and beneficial reason to respond.
We couldnt think of a better media partner than PEOPLE to launch Poshlys first co-branded digital data collection and giveaway interface, says Doreen Bloch, Founder and CEO of Poshly, Inc. This new channel allows Poshly to white-label its proprietary technology and expand its reach to a highly-engaged fashion and beauty loving audience the collaboration will broaden our already vast sample size and gather even more compelling insights for our clients.
Poshly Giveaways by PEOPLE channel on PEOPLE.com launches December 8 at people.com/people-giveaways
Poshly is the beauty-meets-digital company that facilitates data acquisition through giveaways distributed on social media. Since launching in mid-2012, Poshly has been recognized by LOrals NEXT Generation Award and featured in InStyle magazines Best of the Web. Poshly works with dozens of brands for data-driven giveaways and hyper-targeted sampling, including LOral, Revlon, Sally Beauty, Philosophy, Benefit Cosmetics, Cutex, and many more. Poshlys active community of more than 300,000 beauty-loving members have answered more than 7,000,000 questions about themselves on topics from physical characteristics to lifestyle attributes. With this data, Poshly powers personalization tools for brands and consumers, including Poshly Precision (hyper targeted sampling), Poshly Insights (real-time insight research data for beauty industry decision-makers), and more.
Time Inc.s PEOPLE revolutionized personality journalism in 1974. Each week, the PEOPLE brand brings more than 59 million consumers the latest news, exclusive interviews and in-depth reporting on the most compelling people of our time. In addition to unparalleled access to the entertainment community, the stories of real-life Heroes Among Us remain an essential component of PEOPLEs editorial approach. PEOPLE.com is the premier web destination for celebrity news, photos, style and entertainment coverage. With reporters across the globe, PEOPLE is headquartered in New York City. For more information visit www.PEOPLE.com.