Modelinia is rich in video content from the sources themselves. The Beauty Secrets features first person interviews with makeup and skincare tips for every look, from punk rocker Agyness Deyn to girl next door Miranda Kerr. The Fashion section offers style advice for women on every budget; they showcase runway styles but also overall trends. There was even a Shopping Challenge that gave a model $60 and 10 minutes to put together an outfit. Modelinia also features behind-the-scenes footage, model blogs, slide shows, and access to the lesser known aspects of models' lives. The site provides fun interviews with models about their personal lives and charitable works.
As a marketer, I was particularly interested in the clever, unintrusive advertising. Although it's hard to tell if the product placement in the videos was sponsored, the beauty section certainly provided endless opportunities. The ample focus on Victoria's Secret models, many of whom were interviewed in Victoria's Secret stores, showcased an easy but subtle way to promote an advertiser without overdoing it. Even the pre-roll video ads from Maybeline were kept short.
Overall, Modelinia provides engaging content in a way that seems fresh. Given how unoriginal the initial idea was- using models to promote fashion and beauty trends- that is no small feat. Fashion magazines should take cues from Modelinia for their websites.
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