Streamlining the brand proposition and reflecting the key interests of the Look audience, four content pillars - Look Fashion, Look Fit, Look Life and Look Beauty - will run across Look.co.uk, the print product, social and experiential, say publishers Time Inc UK.
Content will be curated by the Look editorial team and a network of over 100 ‘Look Influencers’ comprised of bloggers and vloggers across the Fashion, Beauty, Life and Fit content channels. The Look audience will also be offered opportunities to become an influencer via user generated content.
Look Life will help millennials navigate work and life, sharing inspirational stories, life-hacks and career advice. Look Fit will keep the audience up-to-speed on the latest in fitness fashion, women’s health and workout routines, while the Fashion and Beauty channels will keep them on trend, sharing tips, tricks and inspiration.
Gilly Ferguson, editor of Look, says: “The Look audience wants authentic, credible advice from the voices they trust but our latest research shows young women today are overwhelmed by choice when it comes to finding expert voices around the subjects they are passionate about. By bringing the influencers they turn to into the Look brand, we are offering a solution to that problem. The tone is relatable, ambitious, funny and smart with the content working hard to make the aspirational accessible for our ambitious audience.”
Growing Look’s footprint and supercharging the digital distribution of content, the brand will work with partners, such as Time Inc. owned HelloGiggles, and tools such as Facebook Instant articles, Snapchat and Instagram, to increase availability of content wherever the audience is. Look will also increase its video output, with plans to deliver daily Facebook Live videos and more video franchises.
Paul Cheal, group managing director, adds: “This strategy will bring our partners closer to the audience they want to connect with. Live events will bring the brand to life and Look will reach a bigger audience than ever before through its new channel strategy including an influencer network contributing and promoting content.”
The website and magazine have both had a redesign, giving the brand a more premium look. Content will include photoshoots that carry a high-end feel while featuring items that are accessible to the audience. To celebrate the redesign, Look will be distributed for free at five shopping centres around the UK at the Student Lock-In’s events during university Freshers’ weeks.
The refreshed Look hit newsstands yesterday with a special promotional cover price of £1.
