Posted 20 January 2021 in Announcement
Are Media’s BEAUTY/crew has launched a dedicated digital issue, further extending its digital reach and providing its 18 to 34-year-old audience with deeper and thought-provoking long-form content on the latest beauty trends.
Each quarterly edition will have a seasonal focus and include a cover star, curated interviews, and inspiring features, all through a beauty lens.
BEAUTY/crew is the ultimate go-to for the best buys, hottest celebrity and runway trends and easy how-tos. Commercial partners can integrate their brands across the new digital issues, giving them access to BEAUTY/crew’s highly engaged audience.
The inaugural summer ‘Redefining Beauty’ issue features Australian beauty influencer Ash Paraskevas who has almost 53,000 Instagram followers. She shares her personal story of growth, self-love and shelving the mainstream beauty standard. The issue also includes a guide to body self-care, six summer makeup trends and MECCA brand manager Bridget Bond shares how she landed her dream job.
BEAUTY/crew editor Samantha McMeekin, said: “The digital issue celebrates self-confidence and playing the beauty game by your own rules. 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.”
In September 2020 Are Media unveiled its Beauty Voices survey which found that 50 percent of women aged 18-24 years were influenced into making purchasing decisions based on online reviews and/or sampling. Whilst 88 percent of all women stated they are more likely to buy if they have sampled the product first*.
McMeekin added, “The research shows that, following sampling and online reviews, Gen Z are most influenced in their beauty choices through social media, YouTube and influencers. 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.”
The BEAUTY/crew digital issue launch comes as Are Media invests across its portfolio of beauty brands. In November it announced that flagship beautyheaven website, Australia’s most extensive beauty review database, will be comprehensively refreshed in 2021 to include the latest innovations in beauty technology. This model will then be extended to include the BEAUTY/crew website.
*Source: Are Media, S54 Research, Beauty Voices Survey Sep20, N= 3,867 weighted to F18-74