Powder website

MOBILE MAKEUP: Time Inc. has launched Powder, a new mobile beauty service, in the U.K.

It is a mobile-first Web site that offers bespoke shoppable beauty product recommendations and editorial content focusing on a range of topics, from organic skin care to nail-color trends and makeup advice. Powder has also tapped a number of local bloggers and digital influencers to share their beauty product recommendations for a series of features titled “In the Powder Room.”

Users can create a personalized profile to determine factors including age, skin type and preferred price points. In addition, the “Powder Beauty Drawer” is an extension of the site, offering beauty boxes that will be available to purchase on the site four times a year. Each box will include a range of popular beauty products curated by Powder’s editorial team. The first box, which has already launched on the Web site, includes a moisturizer by Caudalie, styling cream by L’Oréal Professionel and a mascara by Rimmel. It is priced at 35 pounds, or $50 at current exchange.

“Powder signifies a change in the way we deliver products and services that engage our consumer and commercial audiences,” said Marcus Rich, chief executive officer of Time Inc. U.K. “It’s an example of us combining our traditional strengths in the beauty sector with technology to transform our business.”

The launch of the site is a new opportunity for commercial partnerships for the publishing house. In addition to native advertising, Powder will also offer services such as highly targeted product sampling.

L’Oréal Luxe has teamed up with Time Inc. for its soft launch and is one of Powder’s first partners.

“The decision to partner with Time Inc. during the development and launch stage of ‘Powder’ was a tactical one,” said Amandine Ohayon, managing director at L’Oréal Luxe. “A tailored, personalized approach to beauty on mobile was what interested us and we have gained deeper insight into customer behavior as a result.”

Last year, Time Inc. launched Mimi, a social beauty site that includes content from editors and bloggers, as well as consumers.

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