For two titans of publishing, it turns out that looks are everything.
Condé Nast launched Lipstick.com through its Glamour brand yesterday, while Hearst is rolling out Beauty Unbound across multiple properties this May, including Good Housekeeping, Harper’s Bazaar, and Town & Country.
In an era of uneven sales, the efforts represent a doubling down on the consistently strong performance of the magazines’ beauty sections in driving advertising.
According to Women’s Wear Daily, Lipstick.com is Condé’s first digital spin-off. It will funnel visitors looking for beauty news, product reviews, and first-person pieces with the Glamour imprimatur away from the magazine’s primary site and onto this new platform. Condé is counting on Lipstick.com to better showcase its content while simultaneously breaking ad sales wide open.
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“The newest thing is that we have a whole array of native [advertising] placements,” Glamour’s Michael Hofman told WWD. “We have those on Glamour.com as well, but we have them more elegantly integrated on Lipstick.”
Hearst, meanwhile, is boosting both beauty editorial and advertising in the May issues of all of its women’s fashion and lifestyle magazines, according to Adweek. In addition, the publisher will tack on a tablet supplement called BScene for upward of 800,000 digital edition subscribers.
“If you look at our number one editorial category across the company, it’s beauty,” Hearst’s Michael Clinton shared with Adweek. “Our philosophy is whatever you’re the most competent at, blow it out and build on it.”
To read more about Condé’s and Hearst’s beauty extras, visit Women’s Wear Daily and Adweek, respectively.
