In November, BuzzFeed unveiled its BuzzFeed media brands division which is made up of Tasty(food), Nifty (DIY), Bring Me (travel) and Goodful (wellness). This week they have added another millennial focused sub-brand to their roster, As/Is.
As/Is is a positioned to be a non-judgy beauty and style publisher, featuring “content that empowers women rather than tells them who they should be.”
The timing around the launch couldn’t be any better amid the spotlight of the #MeToo and #TimesUp movements.
“We want to change what the industry looks like and looks at,” says Augusta Falletta, supervising producer for As/Is. “We want people to see themselves in this content and accept themselves in a way that hasn’t been done in the past. If you are a woman who grew up reading antiquated magazines you probably have some thing you need to unpack.”
Why it’s too hot to hold, too much to handle:
BuzzFeed’s ultimate goal is to compete with Facebook and Google for ad dollars. Currently, their biggest revenue driver is the Tasty sub-brand which has attracted over 1.4 million unique visitors in January alone. Tasty has evolved from short videos to products now available at Walmart. BuzzFeed is hoping that in the future, As/Is will lead to a line of beauty products.