Are Media is continuing its push into the digital space with the launch of a quarterly magazine for BEAUTY/crew.
The digital issues will help the title publish more long-form content for readers with a focus on a cover star each issue, curated interviews and features, targeting the 18-34 year-old market.
“The digital issue celebrates self-confidence and playing the beauty game by your own rules,” says BEAUTY/crew editor Samantha McMeekin.
“Each edition will bring our audience an inspirational and seasonal edit that goes beyond the beauty surface.
“For our commercial partners, it offers brands the opportunity to engage with our audience through extended, luxury and thought-provoking content that has longevity in the market.”
The digital magazine comes after an Are Media survey found that 50% of women aged 18-24 years were influenced into making purchasing decisions based on online reviews and/or sampling. At the same time, 88% of all women stated they are more likely to buy if they have sampled the product first.
“The research shows that, following sampling and online reviews, Gen Z are most influenced in their beauty choices through social media, YouTube and influencers,” McMeekin says.
“Ash was a natural fit as our first cover feature as a down-to-earth beauty influencer that relates with our readers. There will be a strong focus this year across BEAUTY/crew to grow reviews from influencers and experts who share the same passions.”
Are Media has been investing in its portfolio of beauty brands since coming under new ownership. In November last year, it announced a refresh for the Beautyheaven website.
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