PopSugaris partnering with women’s healthcare company TherapeuticsMD on a sponsored digital destination, which will also promote Annovera, an annual birth-control ring.
The hub, called Full Disclosure, will feature PopSugar editorial content around women's health issues.
“PopSugar's audience is 192 times more engaged with women’s health and wellness topics overall, and advertising is up 40% in the pharmaceutical category,” stated PopSugar’s general manager, Angelica Marden.
“Health and wellness are a category we and our sister brands across the Group Nine Media portfolio continue to see massive growth in during the coronavirus crisis as people prioritize self-care,” she added.
Full Disclosure will include features, expert advice, a podcast and personal essays around women’s health subjects, such as fertility, sex and pregnancy.
“Women have been fed a lot of misinformation when it comes to our health and our bodies. We are opening up the conversation about all things women's health. No judgement, no shame, no euphemisms, just the tips and information you need to live life to the fullest,” reads a tagline on the site.
Content on the hub includes workout and stress-relieving tips, an article on weight bias and another on the pregnancy of former Destiny’s Child singer Kelly Rowland.
“We wanted to work with PopSugar because of how engaged their readers are with health and wellness, so we could speak directly to women about the power of discussing health and options in an open and judgement-free space,” stated Dr. Brian Bernick, co-founder and Chief Scientific Officer of TherapeuticsMD.
The Full Disclosure podcast will be hosted by comedian and activist Franchesca Ramsey.
She will speak to female experts, including two OBGYNs and a sexologist, as they answer women’s health questions.
Branded messaging will drive awareness of the Annovera product.
This isn’t PopSugar’s first foray into sponsored verticals. PopSugar rebranded its "PopSugar Moms" vertical as "PopSugar Family" last year, with H&M as the launch partner.
PopSugar also rebranded PopSugar Fitness with Under Armour.