Total Beauty Media Group, which operates a collection of the lifestyle-oriented sites such as TotalBeauty.com and BeautyRiot.com, is launching its first live Web show during Fashion Week in New York.
Starting on Tuesday (Feb. 14) at 1:15 p.m., Total Beauty Live will debut on TotalBeauty.com as well as on Total Beauty’s Facebook page. The monthly show will feature Total Beauty editor Dawn Davis taking viewers through product demonstrations with help from makeup experts NYX Cosmetics.
Audience participation via social media will also be a big part of the live series, with Davis taking audience questions from viewers through Twitter. Plus, advertisers will be encouraged to distribute product samples to the Total Beauty audience prior to each live Web cast—with select audience members providing brands with direct feedback during the show. In the past, the company has engineered sample programs with the likes of Neutrogena, Wella and Lancôme.
The Santa Monica, Calif.-based Total Beauty Media has been around since 2007. Its properties include LimeLife.com and ModernMan.com. The company has received funding via USVP and Wallington Investments.
Total Beauty is not averse to blending content and commerce. Its publications are almost entirely product centric. And last year the company rolled out its own daily deals Groupon clone.