L'Oreal Hires Federated Media on Makeup.com, Joining Marketers Outsourcing Content for Editorial Plays

Publisher's Content Will Make Website More 'Editorially Independent'

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When L'Oreal relaunched Makeup.com this month with content supplied by Federated Media, it joined the list of marketers seeking content for the editorial properties they increasingly own and operate.

L'Oreal had been running Makeup.com, a cosmetics e-tailer it won at auction in 2009 after reportedly topping a rival's seven-figure bid, as an editorial site focused on L'Oreal luxury brands and achieving runway looks. But it signed on with Federated to make Makeup.com broader and more "editorially independent," according to Farrah Linden, corporate media manager for L'Oreal. Makeup.com is now posting new content daily, including slide shows, "how to" videos and beauty news.

"The site's tone is one of a best friend, which makes the content accessible and relatable to all women," Ms. Linden said in an email. "Our strategy is to have a unique position in the marketplace with such relevant and engaging content that consumers want to visit the site daily."

The new site is being led by consulting editor Ellen Seidman, formerly a deputy editor at Glamour, and editor Ayren Jackson-Cannady, formerly a beauty writer for magazines including Redbook, Glamour, Real Simple and Fitness. Journalists and bloggers working with Federated on Makeup.com include Sarah Wexler, a writer for Allure and InStyle, Jeannine Morris from BeautySweetSpot.com and Lauren Cosenza from Divalicious.com.

L'Oreal joins a growing host of marketers turning to Federated and other third parties to run their owned media. Federated also handles outsourced editorial for American Express (openforum.com), Intel (mylifescoop.com) and HP (inputcreatesoutput.com). Federated also aggregates content from across its blogger network for the DailyBuzz Moms site sponsored by Clorox Co.

"We are hearing more and more from major companies who are looking to respectfully integrate their marketing messages with editorially relevant, useful, consumer-facing content," a Federated spokesman said in an email.

Procter & Gamble Co. in 2009 expanded its Rouge online and offline beauty magazine from Canada to the U.S., using content from Toronto-based Javelin in a program that began reaching 11 million North American homes last year, focusing heavily on P&G brands and coupon offers for them.

Beyond Federated, L'Oreal's luxury Lancome brand last year began working directly with video blogger Michelle Phan, who's been getting 2 million to 2.5 million viewers on average for her videos.

L'Oreal is backing the Makeup.com relaunch with an ad campaign focused on Facebook, Twitter and search-engine marketing and optimization.

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