Nowness is a global video channel screening the best in culture, it is an unbranded site by LVMH.
Fab Beauty is another example, an online media showcasing beauty professionals is another unbranded site that target only the dedicated within the beauty industry, by L’Oreal.

Why are these brands creating a content hub without branding it?
When most marketers chase return on investment and sales L’Oreal, with a $5.3 billion budget and the world’s third biggest marketer has done just that, according to the Ad Age Datacenter.

“We’ve always said our job is to launch brands and products, but also to promote and endorse the industry of beauty. It’s an industry people relate to, and we are lucky that it’s so inspiring and engaging.” An Verhulst-Santos, president of the L’Oreal professional products division, explained in Ad Age.

According to the article in Ad Age L’Oreal is not looking for sales but to secure engagement, they have other places for products messages.

Nowness is a place to go if you are into fashion and art, Louis Vuitton could be seen as a traditional prestige group, but this keeps it current and fresh, and embedded in a new creative class.” Mr Williams said in Ad Age.

Both brands are offering a creative and relevant destination for their audience, a way to provide great content and learn from that, take insights from their unbranded content hub back home, instead of always selling products. Brands filling the gap in the media landscape and actually developing a new product, a publishing media to learn from and engage in is a smart way to learn.

I believe that we will see more of these kind of initiatives in the future, as well as established brands buying smaller niched publishers. It’s an alternative way to engage with an audience while everyone else is pushing their message.

By Natalia Brynte