A premium fashion, beauty and personal care site for the new-age Indian woman
BestMediaInfo Bureau | Delhi | October 31, 2012
Yahoo! India and Mediacom have launched Style Factor, a custom branded content and entertainment site for Procter & Gamble (P&G). Inspired by ‚ÄėThe Thread‚Äô on Yahoo! Shine¬†developed for P&G in the USA, Style Factor will bring the latest celebrity news and information on fashion, skincare, hair care and makeup to users in India.¬† Style Factor is available on¬†Yahoo! India Lifestyle.
Leveraging the trending topics relating to leisure and entertainment content, Style Factor offers locally produced content, hosted by model and actor Nauheed Cyrusi** , with a¬†dedicated editorial team supporting the production of local news online. Yahoo! will draw from a range of syndicated and original editorial material that will be rotated each month according to the P&G brand featured. The site is a showcase for leading P&G brands in India including Pantene, Whisper, Ariel, Oral B, Olay and Head & Shoulders.
Video entertainment will be an integral part of Style Factor. Developed by Yahoo!, the premium video series will integrate P&G products through localized and thematic storytelling.
According to¬†Archana Aggarwal, Country Media Manager, P&G India, ‚ÄúStyle Factor is a site for a digitally savvy woman who is smart and discerning about engaging with brands online. In keeping with P&G‚Äôs vision of touching more consumers‚Äô lives more completely, this partnership with Yahoo! has shown how custom branded content will help us to engage with our consumers and create meaningful conversations around our brands.‚ÄĚ
Vishal Maheswari, Senior Director & Head of Sales, Yahoo! India¬†said, ‚ÄúToday, the new-age Indian woman is turning to the Internet to discover international fashion trends, beauty, personal care, grooming and home-making tips. The timing is just right to bring in Style Factor to India, in partnership with P&G to offer the audience an essential guide to celebrity trends and star style. We are happy to strengthen our global relationship with P&G in India to offer the brand the right kind of audience and editorial strength required to launch the branded entertainment experience to connect with relevant consumers.‚ÄĚ
According to¬†¬†Hemen Desai,¬†Managing Partner, MediaCom India, ‚ÄúCustom content experiences offer unparalleled opportunities for marketers to engage with users in a more meaningful way, thus generating better business results for brands. Indian audiences are passionate about fashion, beauty and lifestyle oriented content. By creating customized content, P&G aims to go deeper and draw insights into how consumers engage with their brands online. We envision this to be a long term partnership with Yahoo!.‚ÄĚ