Video-driven e-commerce platform Joyus has partnered with The Limited to create branded content that is in line with founder Sukhinder Singh Cassidy’s focus on women in leadership. Starting this month, the v-commerce platform’s “Lead Unlimited” page will offer videos, articles, workwear inspiration and a giveaway dedicated to the concept of leadership at joyus.com/TheLimited.
For the video series, Cassidy will interview female executives who are in line with the Joyus demographic, starting with women such as Peek’s Ruzwana Bashir and StyleSeat’s Melody McCloskey. According to Joyus vice president of partnerships Jen Sharp, the content is meant to help users think about “leadership moments differently,” and will share content from LevoLeague, in addition to the videos.
It also might broaden the Joyus audience, which trends towards Millennial moms who are 34 and above, by offering career-minded inspiration that might appeal to a slightly younger demographic.
In addition to the content, Joyus and The Limited are offering a prize that includes career coaching, a wardrobe from The Limited, and tickets to Amanda de Cadenet’s “Conversation Live Tour” in New York, Sharp said.
The Limited chief executive officer Diane Ellis said the companies shared a mission to empower women leaders to focus on what she referred to as “the new look of leadership.” When The Limited created a collection inspired by Kerry Washington’s “Scandal” character Olivia Pope, Ellis said that there was an enthusiastic response from customers. “She really is impressed by real women like herself — women who lead from many seats and don’t wait for a formal title. They are stepping up and finding this nontraditional path to leadership.”
In July, Cassidy introduced the Boardlist, which is an initiative to increase the number of women on company boards.
Joyus.com was founded in 2011 and uses video to sell beauty, fashion, health and fitness or lifestyle products. In October, the site expanded beyond video with editorial content and a digital magazine after receiving $24 million in Series C funding in last June. Joyus did not share the terms of the partnership with The Limited.