• by Erik Sass  @eriksass1, May 11, 2016

High-end publisher Condé Nast is doubling down in its efforts to reach millennial consumers with the coming launch of a new social beauty franchise, #TheLookIs.

It's powered by a new digital network, the Condé Nast Beauty Network, combining the content and audiences of its beauty and lifestyle brands, including Allure, Glamour, Vogue, Teen Vogue, Self, Brides, W and Vanity Fair.

Set to launch in September, #TheLookIs is built around a popular digital newsletter tested by Condé Nast earlier this year.

It will feature stories, tips, social videos and other content curated by Condé Nast’s beauty editors, along with custom and native ad content intended to help drive consumer discovery and engagement with trends. To that end, it will target the publisher’s roughly 150 million social followers.

Social video will play a major role in its content offerings, including original video created by Condé Nast’s Social Studio.

Advertisers will be able to tap into a trove of behavioral data gathered by Condé Nast on its Web audiences for targeting within the digital newsletter and across its properties. There is also a print component to the network, beginning with the debut of #TheLookIs in the October print issues of Condé Nast beauty publications.

Condé Nast will promote the Beauty Network with #TheLookIs across the company’s entire social, digital, video, print and branded-content portfolio of properties.

Like other fashion and beauty publishers, Condé Nast has been moving aggressively in social and mobile. Last month, fashion flagship Vogue launched a new app that keeps users up to the moment on events and trends in fashion, beauty, runway and celebrity style, homes, weddings, food, travel, and entertainment.

The format is heavily visual, emphasizing photos and video, and also allows users to read sections from Vogue.com and Vogue’s print edition.

Separately, other publishers are working to build their presence among social influencers.

In March, The New York Times Co. acquired HelloSociety, a digital marketing agency focused on social media influencers and mobile channels. Time Inc. announced a partnership with YouTube fashion network StyleHaul, which maintains a network of influencers in the beauty and fashion category.

In December, Hearst joined forces with video advertising technology platform Reelio to create new, highly targeted networks of online influencers, streamlining the process for identifying social media partners and creating and distributing social media campaigns.