Procter & Gamble Co. is spotlighting three of its biggest drugstore beauty brands — Olay, Pantene, and CoverGirl — by sponsoring a new branded content site, DailyBuzz Style. Rather than publish new content solely focused on, say, beauty, the site presents a curated amalgamation of work from Federated Media-connected sites (including Fashionista, Ecouterre, and Inhabitat) as well as a range of independent blogs. Federated Media Publishing sites are labeled with a little “FP.” Between that and the overt promotion of P&G products, is this a little a double-branding in action?
While we admire the open call for beauty, fashion, and lifestyle bloggers to feed their work through the site — if DailyBuzz Style takes off, this particular aspect could be a boon for an up-and-coming writer — we’re not sure we totally understand the site in general. DailyBuzz Style works as a sort of Reader’s Digest-esque clearinghouse of content, but if it’s merely a curation tool, how does that turn readers into consumers of, for instance, Olay? While the site’s categorical breakdown covers a good lifestyle breadth (topics are divided among beauty, fashion, travel, and the more esoteric inspiration and creation) we’re curious about how that will convert into a steady readership, since all the attendant content is both branded and re-purposed. If you can already read about, for instance, Blake Lively’s latest hairstyle on the piece’s original site, why would you choose instead to read the same post on a branded site?