Heidi Klum and AOL have announced they will create online content focusing on fashion, beauty, parenting, relationships, lifestyle and arts and crafts.
Klum says that women’s advice is ‘so scattered online’ and their attempt will consolidate the information on one site, to be hosted at the aol.com domain.
‘During my 15 years in the business, I’ve received so many questions on a variety of topics from my favourite toothbrush to juggling family and a busy work schedule. I’m bringing in the experts that have helped me over the years to help inspire you,’ she says.
However, Klum’s claim that women’s advice is scattered is not altogether true. MSN had introduced a women’s portal some years ago, and She Knows accomplishes much of what AOL is setting out to do. The difference is that AOL is aiming to have celebrity-endorsed content to get visitors in.
In its quest for content, AOL has acquired TechCrunch recently. This appears to be part of its strategy to get more of the online audience.
The announcement comes in the wake of Coty announcing that Klum will launch a new fragrance.
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