Mar 29, 2016
The Creator of Award-Winning Videos Like “Camp Gyno” and “First Moon Party” to Become SheKnows Media’s Flagship Health Platform
SheKnows Media to Continue to Develop HelloFlo’s Branded-Content Offering, E-Learning Platform and Care Kits Business
HelloFlo Founder Naama Bloom Joins as SheKnows Media’s Senior Vice President of Integrated Marketing
NEW YORK, NY – March 30, 2016 – SheKnows Media, a leading women's media company with a reach of over 81 million unique visitors per month1 and 275 million social media fans and followers, today announced the intent to acquire HelloFlo, a premier women’s health brand that offers advice, inspiration and products for women and girls.
Originally launched as a subscription service, HelloFlo has broadened its scope to provide one-of-a-kind care packages that support women and girls through transitional moments. The company is committed to educating and celebrating women through the creation of highly lauded content – most notably, no-holds-bar videos like “Camp Gyno” and “First Moon Party.” HelloFlo’s informative, humorous videos have garnered over 50 million YouTube views combined, and have been covered by premier publications like TIME, The Huffington Post, BuzzFeed and more.
The acquisition is expected to close in April 2016. Until then, HelloFlo Founder Naama Bloom will continue to oversee the business. She officially joined SheKnows Media this month as Senior Vice President of Integrated Marketing, responsible for developing unique, innovative branded content offerings. Bloom will report to SheKnows Media President and Chief Revenue Officer, Samantha Skey.
Post-acquisition, HelloFlo will become SheKnows Media’s flagship women’s health platform. Under Bloom’s guidance, the HelloFlo brand will continue to create scripted, highly sharable standalone videos and series that provide advertisers with seamless product integration, and content for women of all ages and stages of health. It will also continue to offer HelloFlo’s popular, brand-sponsored care kits that provide helpful products and information for women – from girls new to menstruation to soon-to-be mothers.
In addition, SheKnows Media will expand Learn From Her, HelloFlo’s e-learning platform created by women, for women. Learn From Her raises awareness for important issues impacting women and their families – such as parenting through puberty, fertility for beginners and sex education for all stages of life. Each on-demand video course offers a multi-lesson curriculum accompanied by quizzes and interactive content and taught by a credentialed female expert in the field. Learn From Her courses are available for the price of a doctor’s office co-pay.
“HelloFlo is a great addition to our brand portfolio, as it satisfies a considerable need in the marketplace for a credible-yet-approachable women’s health source,” said Philippe Guelton, SheKnows Media’s Chief Executive Officer. “Naama and her team do an absolutely brilliant job creating smart-service content – from award-winning videos to their new Learn From Her platform. She and her team’s dedication to normalizing the conversation around women’s bodies dovetails with our own mission of women inspiring women.”
Financial terms of SheKnows Media’s intent to acquire HelloFlo were not disclosed. Bringing HelloFlo into the fold marks SheKnows Media’s third acquisition within a period of two years: in November 2014, it acquired BlogHer, a leading cross-platform network for women content creators and social media influencers, which doubled the combined company’s size and reach. This proceeded SheKnows Media’s August 2014 purchase of STYLECASTER, a premier style destination that delivers a daily forecast of need-to-know fashion, beauty, entertainment and lifestyle intel for today’s millennial woman.
Today, SheKnows Media sits squarely at the top of comScore’s Lifestyles category in female audience by a wide margin.2 Its influencer program, Experts Among Us, boasts nearly 21,000 members, comprising a diverse mix of entrepreneurs, professional writers, credentialed experts, celebrities, bloggers and everyday hand-raisers.
Bloom was first introduced to SheKnows Media after HelloFlo received a 2015 #Femvertising Award – an annual awards program created and produced by SheKnows Media to honor brands and agencies that challenge gender norms by building stereo-busting, pro-female messages and images into ads that target women.
“We are committed to improving the lives of women and girls through smart service and thoughtful content,” said Skey, who created the #Femvertising Awards. “I am inspired by Naama and HelloFlo for bringing humor and awareness into a space that so desperately requires innovation. To empower women to live healthier, more productive and fulfilling lives, we need to communicate openly about health issues throughout all life stages. Naama brings a fresh perspective and breadth of branded-content experience to the table, and I could not be more thrilled that, under her leadership, we will continue to bring intuitive branded content solutions to top advertisers.”
Bloom said, “When I created HelloFlo, I wanted to be bold in our mission of initiating honest, straightforward conversation about the ‘unmentionable’ aspects of being a woman – something I believed to be sorely lacking the world of mainstream advertising and media. SheKnows Media also takes that bold, unapologetic stance through cutting-edge content, initiatives like The Pitch and Hatch, and ground-breaking research on topics like the state of feminism today.”
Bloom added, “There’s no better organization to build on the great work we’ve done at HelloFlo. I am thrilled to be part of this next chapter for the company, backed by the power of an innovative, thriving, mission-driven organization like SheKnows Media.”
1 comScore, Media Metrix, Multiplatform Key Measures Report, February 2016, U.S.
2 comScore, Media Metrix, Multiplatform Lifestyles Category Ranking Reports, Target Audience: Females, February 2016, U.S.
SheKnows Media is the number-one women’s lifestyle digital media company with more than 81 million unique visitors per month (comScore, Media Metrix, Multiplatform Key Measures Report, February 2016, U.S.) and 275 million social media fans and followers. The company operates a family of leading media properties that include SheKnows.com, BlogHer.com and StyleCaster.com. SheKnows Media also organizes conferences, including #BlogHer16: Experts Among Us, the largest annual celebration of women online content creators, social media influencers and brand executives, taking place in Los Angeles, August 4-6, 2016. With a mission of women inspiring women, SheKnows Media is revolutionizing the publishing industry by forging a new model that seamlessly integrates users, editors and content creators onto a single platform designed to empower all women to discover, share and create. Whether it’s parenting or pop culture, fashion or food, DIY or décor, our award-winning editorial team, Experts, bloggers and social media influencers produce authentic and on-trend content every day. We dig deep to learn what makes our audience tick, revealing unexpected insights on women and digital media. Our robust, end-to-end suite of premium branded content and influencer marketing solutions generate more than 2 billion ad impressions per month (sources: DFP), allowing brands to distribute authentic content and integrated advertising at scale.
SheKnows Media is based in New York and Scottsdale, Ariz., with offices in Los Angeles, Chicago and Redwood City, Calif. We also operate internationally in Canada, Australia and the United Kingdom.
HelloFlo is a women's health company dedicated to normalizing the conversation about women's bodies so that women can live healthier lives. HelloFlo serves its community by providing content, classes and products to help women and girls navigate physical milestones and changes. HelloFlo is probably best known for its award-winning video content, which takes a straight forward and humorous approach to women's health.
Public Relations Director