Procter & Gamble Co. is adding to its custom-content lineup with sole sponsorship of DailyBuzz Style by beauty brands Olay, Pantene and CoverGirl, with content provided and curated by Federated Media Publishing.
DailyBuzz Style, set to go live Aug. 1, highlights the P&G beauty brands and integrates "editorially relevant posts into the content of the site," said Federated spokesman Clint Bagley in an email. That's similar to what Federated's DailyBuzz Moms site has done since its launch in May with backing from Clorox Co.
The site will feature content from such Federated Media blogs as Fashionista.com, HonestlyWTF.com, YouLookFab.com, MakeupandBeautyBlog.com and Basenotes.net. It will also include Federated Media's editor-curated list of "Top Nine" interactive posts, which discuss such topics as warm-weather wear and drugstore beauty buys and are organized into categories on fashion, beauty and home decor.
P&G is no stranger to custom content or owned media, as it already operates its Rouge online and offline beauty magazine using content from Toronto-based Javelin. It also recently relaunched Petside.com, an online destination for pet owners co-owned and operated with NBC Universal and first launched in 2007, with help from the ZiZo Group.
Federated has played a growing role in providing editorial content for owned and custom media for marketers in the past year, including supplying editorial content for the Makeup.com site, relaunched last month by P&G beauty rival L'Oreal. Federated also handles outsourced editorial for American Express, Intel and HP.