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BREAKING NEWS & VIEWS
Hearst’s RealBeauty.com…Real SoonTuesday, September 1, 2009 Everyone wants a makeover, it seems, and so Hearst Magazines  Digital Media is set to launch into beta this month RealBeauty.com, a portal dedicated to “inner and outer beauty.” The beta site will have content surrounding the usual topics: hair, makeup, skin, fragrances, diets, et. al. But Hearst appears to be withholding the key differentiator until November, when it plans to roll out the “Beauty Book” personalization tool. Users will input their own vital statistics and personal beauty preferences in order to get customized recommendations and content. Even more interesting, however, is the Beauty Book’s portability. Hearst plans to let users port this information to other sites on the networks, including Cosmopolitan.com, Redbook and Facebook or MySpace profiles. In a statement, Hearst SVP and general manager for digital media Chuck Cordray said, “While there are beauty sites out there, most of them are not connected with editorially based features and content. What we bring to the table is deep editorial expertise with a customized experience for the consumer.” RealBeauty.com will aggregate relevant content from the Hearst magazine sites and content partners. Hearst has been emphasizing the growth of its network of branded media sites, and the Beauty Book concept seems designed to enhance the network effect. In addition to the many magazine-specific sites, Hearst also owns Web-only properties such as Kaboodle, RealAge and Delish. Hearst’s Women’s Network of allied service brands claims a reach of more than 11 million unique users. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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