• by Erik Sass  @eriksass1, December 8, 2014

People magazine is moving to expand its access to audience data through a partnership with Poshly, a consumer intelligence company focused on the beauty and personal care industries.

The partners joined forces to launch a new digital channel, “Poshly Giveaways by People,” which will give visitors to the People Web site the chance to win beauty and personal care giveaways by answering questions presented in quizzes.

The data gathered by the new giveaway platform, which launched on the magazine’s Web site on Monday, December 8, will enable the publisher to refine its content offerings, product development strategy and marketing messaging.

The quizzes are presented in a format compatible with a wide range of mobile, digital and social platforms, and all data is anonymized and aggregated, so it contains no personal information about consumers.

Poshly founder and CEO Doreen Bloch stated: “This new channel allows Poshly to white-label its proprietary technology and expand its reach to a highly engaged fashion and beauty loving audience,” adding that “the collaboration will broaden our already vast sample size and gather even more compelling insights for our clients.”

People is moving to expand its digital offerings across a range of channels. Last week, People en Español launched a new twice-weekly online video program, "La Esquina" (The Corner), targeting Hispanic millennial women with bilingual content, including celebrity news and interviews as well as coverage of music, movies, fashion, and technology. In September, People launched “People Now,” a 20-minute live daily online show presented by Toyota, covering the same topics.

And in March, it struck a deal with WhoSay, which promotes social media content from celebrities, bringing celebrity social media content from WhoSay members to the People.com Web site. The deal also creates new advertising opportunities for brands through association with celebrity social media content.