Beauty and Cosmetics Data Startup Poshly Partners with People Magazine on New Digital Platform

December 8, 2014

7:00 am

Poshly, the New York City-based startup that leverages consumer enthusiasm for giveaways into valuable data for the beauty and cosmetics industry, has announced a partnership with People, the premier resource for celebrity news, photos, style, and entertainment coverage. The beauty startup and entertainment publication are working together on a new data driven digital channel that will focus on better understanding People’s audience and what their needs are in the beauty and cosmetics space.


Poshly offers data on beauty and cosmetic brands – valuable insights that can prove important for People’s strategy (via Poshly).

The beauty and cosmetics industry is estimated to be worth $382 billion. Poshly provides consumers various cosmetics giveaways on their website – from premier brands like philosophy and L’Oréal. Through their engagement with the associated quizzes on giveaways (questions they have to answer in order to submit an entry into any one giveaway), Poshly is able to gather data on consumers’ personal interests, beauty routines, habits, etc. – data that is valuable for brands like People. The new platform by Poshly and People will utilize Poshly’s proprietory technology and will live on People’s website. Much like Poshly’s original platform, will offer site visitors with giveaways curated by both Poshly and People editors.

“We couldn’t think of a better media partner than People to launch Poshly’s first co-branded digital data collection and giveaway interface,” said Poshly co-founder and CEO Doreen Bloch. “This new channel allows Poshly to white-label its proprietary technology and expand its reach to a highly-engaged fashion and beauty loving audience – the collaboration will broaden our already vast sample size and gather even more compelling insights for our clients.”

For People, the new platform will provide consumer insights previously unavailable to magazine editors and advertisers. Through the data provided using Poshly’s technology, the publication will be better suited to deliver tailored content to their audience. People readers will also get the opportunity to receive free beauty and cosmetics products that specifically meet their wants and needs. For Poshly, this partnership gives them access to a much wider audience and opens up their more than 400,o00 current members to beauty selections from People’s experts beauty and style editors.

“People is thrilled to partner with Poshly in bringing this unprecedented and deeply engaging cross-platform destination, packed with premium beauty offerings, to our audience,” said Joseph LaFalce, Executive Director, Business Development Digital Entertainment of People and Entertainment Weekly. “This new channel underscores PEOPLE’s mission to create new and exciting tools and experiences that will not only serve our tech savvy consumers but also provide an evolved layer of value and service to our advertising partners.”

The new platform by People and Poshly launches later this week, and is set to go live at Learn more about Poshly.



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Ronald Barba was the previous managing editor of Tech.Co. His primary story interests include industry trends, consumer-facing apps/products, the startup lifestyle, business ethics, diversity in tech, and what-is-this-bullsh*t things. Aside from writing about startups and entrepreneurship, Ronald is interested in 'Doctor Who', Murakami, 'The Mindy Project', and fried chicken. He is currently based in New York because he mistakenly studied philosophy in college and is now a "writer". Tweet @RonaldPBarba.

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