With a mobile-first, social-first strategy recognising the way in which the Glamour reader is living their life today, the site will be the definitive home for authentic, inclusive and aspirational beauty inspiration, say the publishers Conde Nast.
The breadth of content doesn’t focus exclusively on products and enhancement; beauty is recognised as a state of mind, a confidence, an attitude, and with a diversity that reflects the Glamour DNA. In addition, celebrity and fashion editorial will still play a role, viewed through the lens of a beauty-lover. Launch month advertisers on the new-look Glamour site include Burberry, Dior, Falke and Nike.
In parallel with this digital-first strategy, the print frequency of Glamour has altered to bi-annual. The twice-yearly issues will be, say the publishers, the ultimate beauty bible and style guide for the coming season, reflecting the continuing allure and emotional connection of print for the Glamour reader in their offline time. The Spring/Summer beauty book lands on newsstand today, with three different covers featuring Zoella, Patricia Bright and Huda Kattan, who together have a combined following of more than 50 million across Instagram and You Tube.
Deborah Joseph, Chief Content Officer of Glamour, remarks: “The new platform agnostic Glamour team, hired for their crack combination of digital and social focus, are creating influential and inclusive content led by exclusive access to the influencers, brands and celebrities our audience loves. ‘Your Beauty, Your Rules’ is the watchword of the new Glamour brand in the UK.”
Camilla Newman, Publishing Director of Glamour, comments: “Beauty content has been the leading traffic generator on the Glamour site, and is an area our audience has great confidence in. With our new digital-first, social first strategy together with our other innovative events and community facing initiatives, the potential for growth in this untapped space is significant. We look forward to offering our partners innovative digital and live solutions, and are thrilled to include Burberry, Dior, Falke and Nike amongst our launch-month site advertisers.”
According to the publishers, the Glamour Beauty Club, launched last year, has already broken the 100,000 members mark, testament to the engagement of the Glamour reader in this space. Offering the opportunity for beauty clients to sample their exciting new products with the brand’s audience, in turn receiving crucial product feedback, has proved to be an instant hit with the Glamour community.
A further example of the platform and format agnostic brand strategy, the Glamour Beauty Festival will take place over the weekend of 9th to 11th March at London’s Saatchi Gallery. The three-day event will feature treatments, tips, tricks, tutorials and more. The event will include talks and demonstrations from Pixie Lott, Rochelle Humes, Katie Piper, Trinny Woodall, Scarlett Moffat and Juno Dawson. Panel discussions are also on the agenda with entrepreneurs Nicola Clarke, Sarah Chapman, Fiona McIntosh, and Madeline Shaw, Carly Rowena and Jasmine Hemsley among others.
The relaunched Glamour website and Spring-Summer issue of the bi-annual magazine was celebrated at an event this week at the You Tube studios in central London.
Links / further reading: www.glamourmagazine.co.uk