In parallel with this digital-first strategy, the print frequency of Glamour has altered to bi-annual. The spring/summer beauty book is available 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.”
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 relaunched Glamour website and Spring-Summer issue of the bi-annual magazine will be celebrated at an event this week at the You Tube studios in central London.
Condé Nast Britain is a member of FIPP.
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