Youth publication VICE is more often associated with skateboarding and opinion pieces rather than the beauty industry - but that’s all about to change, with confirmation Unilever has entered into a multi-year partnership with VICE’s female-friendly online channel, Broadly.
The recently-launched women’s offering explores subjects the site believes “means the most to women”, including politics, culture, fashion and sex. It produces daily editorial, video series and documentaries.
Unilever chief marketing and communications officer Keith Weed says of the partnership: “This platform represents a perfect opportunity to combine VICE’s reach and relevancy with the authenticity and values of our brands, which include Dove and TRESemmé.”
“We believe that Broadly can drive purposeful, authentic and lasting conversations with our consumers, particularly the worldwide community of young women who can now engage with content that focuses on what matters most to them.”
Publisher of Broadly Shanon Kelly believes the merge will only support the growth of the site: “Now, more than ever, we need a platform for women that offers them a sustained and consistent focus on the issues that they care about, from their point of view. VICE aims to address this need with Broadly, and Unilever’s willingness to support the channel is not only a testament to its belief in what we do at VICE, but to its ideals as a brand, overall.”
