It includes Time Inc. properties, as well as other sources. The site also features original content from its own team of writers.
Mimi’s content includes beauty news, trends, tips, how-to guides and product reviews -- both text and video -- drawn from Time Inc. beauty editors. Brands include InStyle, StyleWatch, Essence, People en Español and Real Simple, along with bloggers and online video stars like Afrobella, Beauty Sweet Spot, Shake Your Beauty, This That Beauty, The Formula Blog and Love Maegan, among others.
The site will feature some beauty content in Spanish. It will also present a range of curated beauty content from around the Web.
Consumers will be able to participate by curating content and submitting their own beauty stories, how-to guides, tips and reviews. Mimi’s editors will highlight the top submissions on the site, including a contributor byline.
As noted, Mimi is part of a larger strategy for Time Inc., centered on new digital content hubs focused on major verticals.
In January, the publisher launched The Snug, a Web site targeting millennials with do-it-yourself, crafting and décor content aggregated from Time Inc. publications as well as dozens of partners, with an eye to distribution across social platforms. Like Mimi, The Snug was developed with a publishing platform created by RebelMouse.
In December, Time Inc. announced a strategic partnership with technology firm IFTTT (which stands for “if this then that”) with the goal of boosting cross-channel distribution of its digital content. The new service, called Channels on IFTTT, allows consumers to access, share and store content from Time Inc. magazines across a wide range of apps and devices, including Twitter, Tumblr, Evernote, Pocket, iOS and Android, while preserving the provenance of each piece of content.
Previously, Time Inc. launched a new stand-alone digital video portal, The Daily Cut, with content from all its publications.