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Women's website Glo brings savvy style coverage to MSN.com

April 7, 2010 |  1:00 pm

Glo,jpg It's been in development since last year, but MSN has finally launched its new women's lifestyle, fashion and beauty website, Glo

The site, a joint venture between MSN, Hachette Filipacchi Media and L.A.-based TV and interactive company BermanBraun, officially debuted at midnight Tuesday. Brimming over with content in the style, beauty, relationship and home categories, it's geared toward women 35 and older (which MSN already caters to in abundance).

Former Elle magazine group online director and brand development director Anne Weintraub is the site's executive editor — and she's hired a crack team of veteran editors to back her up, including senior editor Ingrid Schmidt, most recently the copy director for J. Crew; beauty editor Abby Gardner, who was an editor for Fashionista.com; and style editor Lilah Nicolaidis, a former West Coast editor for Elle.

The short, photo-heavy stories on the site (there are lots of photo galleries) cover a wide swath of female-friendly subjects, including the return of bright pink lipstick and Americana-inspired fashion, why romance novels "are smarter than you think," and the best music lyrics for life's major moments.

Features on the site include the ability to "scrapbook" (save) items, photos and ideas from the site, as though they were tearing them out of a magazine; the integration of Bing, Microsoft's newish search component; and full-screen photo galleries.

As with BermanBraun's first site for MSN, the uber-successful entertainment portal Wonderwall, Glo is accessible at Glo.com, as well as through the MSN home page. And major advertisers have already jumped on board, including Vaseline, JCPenney and Fox Broadcasting Co. 

-- Emili Vesilnd

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Photo: A home page image from Glo. Credit: Glo.



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