Hearst Launches RealBeauty.com

Hearst Magazines Digital Media, a unit of Hearst Magazines, will introduce RealBeauty.com, a new website dedicated to providing comprehensive content on all things beauty-related. The site will cover both inner and outer beauty, featuring topics including hair, makeup, skin, body and fragrance, as well as diet and exercise, stress relief, sleeping better, eating well and other wellness subjects. Hearst anticipates that RealBeauty.com will quickly become a top 10 beauty destination online.

RealBeauty.com will roll out a beta version in September 2009. In November, a unique personalization feature called “The Beauty Book” will be unveiled on the site, marking its official launch. The Beauty Book, an innovative new personalization tool not found on any other beauty sites, will provide consumers with customized beauty and wellness information, product recommendations and advice based on their characteristics, such as age, ethnicity and hair color, and on their preferences for specific content, products and beauty techniques. Consumers will be able to port their Beauty Book across the Hearst Network to sites such as Cosmopolitan.com and Redbookmag.com, as well as to select social networking sites like Facebook and MySpace. Visitors to the beta site will be able to sign up for a Beauty Book and will then be notified when the function goes live.

Nicole Stagg, founding editor of RealBeauty.com, says: “Our research has shown that women are looking for a highly personalized site that covers all aspects of beauty. This led to the development of RealBeauty.com’s editorial voice as well as our proprietary ‘Beauty Book’ toolbar, which will allow site visitors to get beauty advice and information targeted specifically at them.”

Content channels on RealBeauty.com will consist of key categories that include hairstyles & color, skin & makeup, body & mind, diet & fitness, and shopping. In addition, the site will feature relevant beauty advice for all ethnicities (e.g. African-American, Asian, Latina, South Asian/Indian, Caucasian, etc.), ages (e.g. teens 20s through 60s), all life stages (e.g. single, married), styles (e.g. everyday, special occasions) and budgets.

RealBeauty.com will feature content from Hearst Magazines such as Cosmopolitan, Harper’s Bazaar, Marie Claire, Redbook and Good Housekeeping, as well as partners including Hype Hair, Latina, and other original content that will enable the site to delve deeper into subjects such ethnic-based beauty.

Visit RealBeauty.com and enter your email address to be notified when they officially launch.