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Kelly Killoren Bensimon chats with editor-in-chief

Ashley Parrish

Ashley Parrish Photo Credit: Ashley Parrish

If you are seeking the genuine and unique or the next great thing, you should definitely download the new, free Scout app by and check out the newly relaunched website. Ashley Parrish, former web pro (who ran the women and teen sites), is now editor-in-chief of, which has been around for 13 years.

Q: What is the app?
Scout is a mobile app that just launched ... Now, is delivered to your fingertips. You choose the city and category, whether it’s beauty, fashion or food and drink, and we offer active personalization for you. You can also have access to passive personalization, which is the weather, time of day and geolocation. If it’s a hot, sunny day, we clue you in to the best rooftops, and if it’s a cold and rainy night, we help you with fireplace and warm, cozy drink locations.

Q: How does the website make money?
A: is financed by advertiser supporters and has display advertising. We are up to over 2 million in social follows, and as of the relaunch, we’ve had viewers comment on how they stayed and lost themselves in our content ... for over 30 minutes.

Q: What’s new to check out with the relaunch?
Our images are bigger, and our site is easier to navigate for that unique info our viewer is looking for. It’s a more sophisticated layout. As the times are changing, so are we. We pride ourselves on showcasing the new discoveries. Our video planner has increased video content. You can either choose directed content by choosing your city to get clued in to what’s new or, serendipitously, we can show you national content and then, for example, what bikinis you should be wearing for the Fourth of July.

Q: Where are you from, and where did you go to school?
I’m from Baltimore, Maryland, and went to NYU to study journalism and mass communication.

Q: Now for the insider scoop. What’s your fave SoHo beauty haunt?
I love Bite Beauty Lab, which creates a custom lip color for you. You can also choose from matte or gloss.

For fashion, I love Tibi, Assembly in New York and Mara Hoffman.

For food, The Cleveland has a great outdoor space, Blue Ribbon Brasserie, Peels, Morandi and Café Select.

For drinks, I love Soaked at the Soho Mondrian and Raines.


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