Sponsored by John Lewis, the new podcast will see host Grazia Beauty Director Joely Walker speaking to some of Grazia’s favourite voices and offering listeners fool-proof tips, product recommendations and relatable advice, positioning John Lewis as the ultimate destination for all things beauty and wellness with a new podcast audience who are after the 360 holistic experience – products that not only make you look good, but feel good too, says Grazia.
The new podcast comes as research conducted by Bauer Media found that people were listening to 27% more podcasts during lockdown, turning to the medium for entertainment, information, and support during this time. It presents the next step in Bauer Media’s digital audio expansion strategy, following other recent podcast launches such as Crime Monthly’s Death in Denmark and Hits Radio’s The Reality of Reality TV with Fleur East, and sits alongside Grazia’s pre-existing Grazia’s Life Advice podcast.
Targeting the time-poor woman – who might currently be dealing with working from home and home-schooling – all episodes will be under half an hour each. Accompanied by a host of inspirational women such as Deborah Frances-White, Jamie Genevieve, Candice Brathwaite, Freddie Harrel and Charli Howard, Joely will share relevant stories, learnings and the best beauty and wellness recommendations from brands such as Standard Dose, IT Cosmetics, Sunday Riley and Kate Somerville – all of which are available at johnlewis.com.
By seamlessly weaving in John Lewis’ large variety of brands, the podcast – supported by co-branded digital editorial content and IGTV videos – will help to ensure the department store is front-of-mind with listeners as a beauty destination.
Joely Walker said: “A beauty podcast has been in the works for a while at Grazia, so we’re so excited to finally launch Grazia Beauty Life Lessons with the world. Not only are podcasts becoming increasingly popular with our audiences, it allows us – at Grazia, our guests and our launch partner John Lewis – to connect with them in new, more intimate, and easily digestible ways. We can’t wait for our listeners to hear the episodes, pick up some new tips and discover the best beauty, wellness and athleisure products out there.”
Amelia Kendrick, Beauty Buyer, John Lewis, added: “We are thrilled to be partnering with Grazia and their incredible line up of inspiring guests to launch their first ever beauty podcast. The beauty world is evolving, and customers no longer seek one single product but instead, view beauty as a holistic lifestyle for wellness. The partnership with Grazia Beauty Life Lessons builds on our plan to modernise our brand and provide our customers with products and services that reflect the way they are living today. Our Beauty Wellness offering has been curated to allow customers to address their most common wellness concerns including Sleep, Stress and Relief and we look forward to sharing all of this with Grazia Beauty audience.”
Grazia Beauty Life Lessons launched with its first episode yesterday and will be available every Wednesday from Apple podcasts, Spotify and all mainstream podcast providers.
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