CEW is partnering with on-demand and live news network, Cheddar, to launch Business of Beauty, a new program that will cover the most exciting news within the $50o billion beauty industry.

Created four years ago by Jon Steinberg, former President and Chief Operating Officer of BuzzFeed, the Cheddar platform focuses on young professional and millennial audiences, and reaches more than 40 million households, as well as 135 million on social media. The platform also distributes content to more than 400 college campuses. It was acquired in 2019 by Altice USA, the third largest cable provider in the U.S.

Cheddar experienced especially strong interest from their millennial viewers when they featured beauty executives on their news programs. This informed the idea of a news show focused entirely on the beauty industry. CEW’s partnership is based on its beauty authority, relevant events, and strong beauty content.

In the beginning of 2021, the half-hour show will broadcast once a week, and will be re-aired several times throughout the week, offering ample visibility. It will also be repackaged as short form content and distributed across several different platforms with the goal of reaching people on the various avenues they are receiving news.

The content will feature an expansive view of the beauty industry, such as interviews with executives, breaking news, investor updates, brand stories and product innovation, and will rely on CEW’s expertise as advisors to inform themes, topics and guests, as well as using CEW content and event topics as springboards for the show.

Cheddar has hired Jeannine Shao Collins, CEW Board Member, former executive at Meredith Corporation and the founder of Girl Starter to help develop, launch and sell Business of Beauty.

To promote Business of Beauty, Cheddar will produce co-branded, tune-in ad campaigns that will run on-air and on social media. Cheddar will provide a portion of The Business of Beauty media sales revenue to CEW, which will be used to support programs that empower female founders and the next generation of beauty leaders.

For more information on Business of Beauty, or to explore opportunities for your brand to tell its story, contact Jeannine Shao-Collins, jeannine@girlstarter.com.