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Glamour reboots with digital first strategy for the beauty obsessed

In a new direction for the brand, Glamour aims to become the ultimate online beauty destination for UK consumers and advertisers, it was announced on Friday.

Author: News Desk

Posted on: 09 October 2017 07:31

Glamour reboots with digital first strategy for the beauty obsessed

Albert Read: "Today’s Glamour consumer moves to a different rhythm than the one who bought the magazine when it launched in 2001."

This mobile-first, social-first strategy recognises the way in which the Glamour reader is living their life today, ensuring continued success across multiple platforms, says Condé Nast.

In parallel with this digital transformation, the print frequency of Glamour will alter to bi-annual. A continuing print demand is confirmed by the recent new size and pricing strategy driving a 6% total increase and a 7% rise in UK actively purchased sales period on period. 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.

Beauty content is the leading traffic generator on the Glamour website. Additionally, continue the publishers, the Glamour Beauty Club received 50,000 sign-ups in the first five weeks alone, and the Glamour Beauty Festival will return in Spring 2018 after two previous sell-out events.

The re-oriented Glamour beauty hub will include how to’s; product reviews; videos; cross pollination with influencers and vloggers; reader reviews and peer opinion, reflecting Glamour’s diverse network of content generators and audience. The breadth of content won’t focus exclusively on products and enhancement; beauty will be 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.

The editorial and commercial departments will be fully integrated, offering partners access to the whole team, with a unified and cohesive structure creating content for brands and editorial alike, says Condé Nast.

“Today’s Glamour consumer moves to a different rhythm than the one who bought the magazine when it launched in 2001. It is a faster, more focused, multi-platform relationship. The quality of ideas, vision and execution remain central, but the way in which it is delivered must change fundamentally with Glamour’s new mix of digital, social, video, live and print, and its focus on beauty. We have the brand, the creativity and the access – an enormous competitive edge in the market - and we are rendering it in new ways around beauty to reflect the Glamour woman of today, and of tomorrow,” commented Albert Read, Managing Director of Condé Nast Britain.

Simon Gresham Jones, Chief Digital Officer of Condé Nast Britain remarked, “Glamour’s authority across print, digital and social provides a powerful foundation for this transformation and future growth. We will be empowering our advertisers with creative, collaborative and data-informed opportunities, and look forward to inspiring the Glamour audience in new ways.”

“I’m hugely excited to be leading this transformation of Glamour into a multiplatform mobile first brand, with social and events at its heart. There is enormous potential for us to grow within this untapped space, and to partner with brands who want innovative digital and live solutions,” said Publishing Director Camilla Newman.

The last monthly issue of Glamour will be December. Changes to the site will begin in the coming weeks, and the new-look Glamour for the “beauty obsessed” will debut early 2018.

Links / further reading: Glamour magazine

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