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How To Pitch: YouBeauty.com
Writing and reporting chops are in demand at this science-driven beauty site- November 26, 2013
Unique Monthly Visitors: 4 million
Background: Every day, American women are bombarded by non-stop advertising from cosmetics companies selling flawless complexions in one-ounce bottles. Once out of their 20s, though, most of those women come to realize that true beauty cannot be found via the perfect shade of foundation, and that no amount of concealer can mask years of hard-partying nights and junk-food-bingeing days.
YouBeauty.com was launched in July 2011 with an editorial mission centered around the fact that beauty is a driver -- and reflector -- of health. Laura Kenney, a former health and beauty editor, co-founded the site with Drs. Michael Roizen and Mehmet Oz, long-time writing partners who have authored several books on various health and wellness topics. "They have a whole series of books called the 'YOU Books,' and one of their books is called You: Being Beautiful," said Kenney, YouBeauty's editor-in-chief. "The whole point of their book was saying, from that scientific standpoint, beauty is a harbinger of your heath. Absolutely, your hair is going to be shinier if you're healthier."
Building on that concept, YouBeauty features daily editorial content that reviews the most recently published studies and trending health topics that have the web buzzing. There's also a group of quizzes based on real, scientific scales that are licensed from universities and research institutions. When readers take a quiz (that determines stress level, for example), they are given feedback on their results and are then routed to corresponding articles. It's a strategic approach to delivering personalized, science-backed and beauty-based content that differentiates YouBeauty from other health and wellness publications.