Refinery29 in the News

CNBC's Half Time Report featured Refinery29 co-founder, Philippe Von Borries, as an expert on 'millennial shopping habits' in a segment about Cyber Monday. Philippe discusses the strategies used when marketing to millenials and which brands are doing it right. Watch Full Video

Ad Age named Editor-In-Chief,Christene Barberich, one of the 2014  Media Mavens! Christene told Ad Age what sets Refinery29 apart: "Theres a real understanding and genuine passion that is palpable in the way we create a certain experience". We also learned about CB's favorite celebs: "Both Jimmy's--Fallon and Kimmel, Amy Schumer, Jenny Slate and Harper's Bazaar's Laura Brown on Instagram, who reminds me at the most opportune moments that fashion really can be fun".  Well, Christene, you also remind us that fashion is fun...and fabulous! Read More


In an unusual union between the retail establishment and the Web world, Simon Property Group is partnering with Refinery29 to create “The Shopping Block” at six of its properties this fall, WWD has learned.

The Shopping Blocks will be one-day pop-up mini-marketplaces for Millennials, occupying around 1,600 square feet in the common areas. They will feature products from local and emerging designers and indie boutiques, as well as national brands (about a 50-50 split) selected by Simon and Refinery29. The format will also have beauty bars with makeup artists and mini makeovers, sweepstakes for shopping sprees, “stylist concierges” to help Millennials learn about fall trends and where to shop them, DIY stations and local influencers like bloggers. Read More

What it does: Packages commerce, fashion, culture and news aimed at millennial women

How it grew: With a deft combination of lifestyle, fashion, commerce and content, Refinery29 has become a go-to media brand for young women. In 2013, it nearly doubled its sales and in September grew its monthly audience to more than 16 million, up from 12 million in August, making it an even more attractive venue for advertisers, who account for the bulk of its revenue.

The larger you get and the more women you reach, the more efficient you are as a marketing outlet for brands,” said Co-CEO Philippe von Borries. "They're willing to spend more money with you."

Now he and Co-CEO Justin Stefano are focused on mobile content and video, moving beyond short-form, how-to features to documentaries and other longer-form programming. The goal: to drive more growth and transform the lifestyle-cum-retail site into a media and entertainment platform, the better to serve its advertisers and keep fashionistas wanting more.

"It's all about video and entertainment," said Mr. von Borries. READ MORE

Ninety-three percent - that’s how many organizations said they rely on content marketing for brand building and demand generation this year according to the Content Marketing Institute. With 87% of buyers stating that digital content has a large impact on their purchasing decisions this year, it’s clear that content marketing is on the ups.

So who’s doing it really well? Which brands have rocked the boat and set the example? We scoured our archives and asked content marketers to weigh in, and here’s our list of the 25 Top Content Marketers of 2014.  READ MORE