Glo Is a Go from MSN, Hachette Filipacchi, BermanBraun

MSN, Hachette Filipacchi Media U.S., and BermanBraun hope women will go to Glo.

The Microsoft-owned Web portal, the publisher, and the independent media company, respectively, described Glo as “a lifestyle site that focuses on style, beauty, living, and relationship content through a uniquely engaging and dynamic experience.”

Glo features content including full-screen photo galleries and video from its editorial team, HFM’s U.S. properties, MSN sites, and lifestyle sites including Sugar/Sugar Entertainment, LimeLife, Modelinia, and Remodelista.

Other Glo features include a scrapbook that allows users to save a custom page of images and ideas from the site; the ability to share content via email, Twitter, Facebook, and Windows Live; deep integration with Microsoft-owned search engine Bing; and the ability to comment on content using Facebook logins.

Glo’s executive editor is former Elle online director Anne Weintraub.

Inaugural advertisers include Vaseline, JCPenney, and Fox Broadcasting. MSN is leading ad-sales efforts for Glo.

MSN regional partner executive producer Scott Moore said:

Lifestyle is one of our top content priorities because of its popularity among consumers and advertisers, and Glo is a great addition to our lifestyle portfolio. The launches of the new MSN home page and Wonderwall have shown us the importance of delivering visually compelling and innovative designs and how quickly we can attract millions of customers using the distribution power of MSN. We’re excited to build on our successful partnership with BermanBraun, adding the category branding expertise and panache of HFM U.S. to deliver a compelling new lifestyle experience on MSN.

BermanBraun partners Gail Berman and Lloyd Braun added:

Following our successful partnership with MSN in bringing Wonderwall to the celebrity entertainment space, we are thrilled to be partnering with Hachette and MSN to create Glo, a new and unique lifestyle brand. We believe the innovative design and distinctive tone of Glo will excite both the online audience and our advertising partners.

And Hachette Filipacchi Media U.S. president and CEO Alain Lemarchand said:

Like all publishers, we are exploring different ways to deliver content onto all platforms. We are very excited about creating a Web-only brand with an original voice that fills an open position in the marketplace. Our collaboration with our two outstanding partners, MSN and BermanBraun, has been a rich one, with each team bringing distinct strengths and voices to the project. David Cohen is editor of Adweek's Social Pro Daily.