Skimm Well, a content vertical dedicated to physical and mental health, was launched by theSkimm.
“The world's been turned upside down. We're here to help make it right,” reads the introduction to the digital hub. “Skimm Well empowers you to navigate and advocate for your health — and take action on things that can give you peace of mind (and body).”
theSkimm, known for its popular newsletters curating and breaking down news for millennial women, says 83% of its audience reported stress and anxiety as the top factors affecting their health. Nearly 8 in 10 are seeking health and wellness content, more than any other topic area, according to the company.
With the pandemic and other ongoing global issues, millennial women are dealing with “unprecedented stressors,” stated Lori Leibovich, senior vice president of content at theSkimm. “We can help them take action, by empowering them to ask the right questions, carve out time for themselves, and plan for the future.”
WW (formerly Weight Watchers) has signed on as the launch sponsor for Skimm Well. The partnership includes custom content integrations across theSkimm’s digital channels.
Skimm Well content will appear on theSkimm.com, a weekly “Skimm Well Wednesdays” section in the Daily Skimm newsletter and on social channels.
Guides with advice about establishing healthy sleep habits, scheduling routine health screenings and working through stress and anxiety are live on the site.
Currently, the vertical is divided into different topics: mental health, fertility, sleep, health insurance and anxiety.
Articles range from “How to stress less” to “Undergoing infertility treatments during COVID-19”
theSkimm's “Asking for a Friend” video series will also share personal health stories, such as one woman's journey to freeze her eggs and another woman's decision to get a double mastectomy after learning she carries the BRCA gene.
The company's product suite includes newsletters, web, an app, podcasts, video, social, and community, claiming to reach an audience of 12 million cross-platform.