Time Inc launches mobile-first beauty service Powder

Time Inc. UK has launched Powder (thisispowder.co.uk), 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.

Marcus Rich, Time Inc. UK’s CEO, says: “Powder signifies a step change in the way we deliver products and services that engage our consumer and commercial audiences. It’s an excellent example of us combining our traditional strengths in the beauty sector with technology to transform our business. I’d like to congratulate publisher Bethany Bolt and digital director Rich Sutcliffe for bringing this great new product to market.”

Powder is extending its offering with the launch of the Powder Beauty Drawer beauty boxes. Available initially to purchase once a quarter, the beauty boxes will contain a collection of full-size and luxury mini-size beauty products that are selected to match the consumers’ specific beauty needs, and allow for extremely targeted and bespoke product sampling.