Time Inc. UK has today announced the launch of Powder, its new mobile-first beauty service, which provides personalised editorial content and product recommendations, according to users’ needs. The service will also be extended to offer tailored beauty boxes. Visitors to Powder create their own personal beauty profile, which allows the service to deliver bespoke advice and product recommendations based on their specific beauty needs – from age to skin type, beauty problems, make-up preferences, price points and more. Users can purchase product recommendations immediately or save them in their virtual beauty drawer. Powder also offers new opportunities for commercial partners, such as highly targeted product sampling in addition to native advertising and targeted advertising campaigns. L’Oréal Luxe partnered with Time Inc. UK for Powder’s soft launch. 

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Time Inc. UK in 'in-house PR'
Powder in 'e-zines'