March 16, 2015 Last Updated 3:01 pm

Time Inc. launches MIMI, a constant stream of social chatter, beauty content and videos for the beauty obsessed

“MIMI represents a substantial opportunity for Time Inc. to attract new consumers, while deepening engagement with our existing audience of 70+ million women,” said Evelyn Webster, Time Inc. Executive Vice President

Press Release:

NEW YORK, NY – March 16, 2015 — Time Inc. today launched MIMI (mimichatter.com), a constant stream of social chatter, beauty content and videos for the beauty obsessed. Featuring material from MIMI writers, Time Inc. beauty editors, influential bloggers and consumers, as well as highly curated beauty content from around the web, MIMI covers the latest beauty news, trends, tips, how-to’s and product reviews.

MIMI-770“MIMI represents a substantial opportunity for Time Inc. to attract new consumers, while deepening engagement with our existing audience of 70+ million women,” said Evelyn Webster, Time Inc. Executive Vice President. “Across Time Inc. brands alone, we reach the women responsible for nearly 60% of all beauty product sales in the US, making MIMI an ideal solution for clients seeking to leverage the spending power of this highly coveted audience.”

Building upon the diversity and authority of Time Inc. content from trusted brands including InStyle, StyleWatch, Essence, People en Español and Real Simple, MIMI was created for women of all ages, ethnicities, skin and hair types. Always inclusive, MIMI also features the voices of influential bloggers and social video stars such as Afrobella, Beauty Sweet Spot, Shake Your Beauty, This That Beauty, The Formula Blog and Love Maegan. In addition, some content will be available in Spanish.

Consumers, too, play an active role in the MIMI community, curating and contributing: in addition to personalizing their feeds, they are invited to submit their own beauty stories, how-to’s, tips and reviews. MIMI editors will feature the top submissions on the site and include a contributor byline.

“For all styles, ages, ethnicities and budgets, MIMI is the ultimate destination for all-things beauty,” said Deanne Kaczerski, Editorial Director, MIMI. “There will be something new, inspirational, cool or even provocative to discover each time you visit. MIMI gives you everything you need, in one convenient place. Plus, it’s incredibly easy for readers to contribute to the conversation, and we love that.”

MIMI is the latest offering from the Time Inc. Style Network, a portfolio of products and services reaching passionate style consumers, whoever and wherever they are. The site was built on the next generation digital publishing platform developed by RebelMouse.

For more information and to register, visit mimichatter.com.

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