Pacific Magazines has lifted the lid on two new digital destinations for all things beauty and style.
The company has launched BEAUTYcrew and StyledBy marie claire as Australia’s ultimate digital hotspots for both beauty and style, something group publisher, fashion and health, Jackie Frank says is “expanding our footprint and eco system both to the consumer and the advertiser”.
BEAUTYcrew is backed by Seven West Media, and will be an online platform where women can learn, try, review and buy beauty products, as well as being a space for commercial outcomes.
This site will mark the first time Pacific’s brands will unite in the one destination.
“BEAUTYcrew will revolutionise the way consumers interact with beauty brands,” Frank added.
“As a truly 360 cross-platform offering – integrating online, social, magazines and television – BEAUTYcrew creates cut-through to reach highly engaged beauty enthusiasts, with best-in-class functionality, unique new content and drivers to e-commerce.”
BEAUTYcrew was designed and built internally by Pacific’s digital team of more than 40 digital specialists, led by head of digital and innovation Darren Kerry. The site will undergo a multi-phase roll out in the coming months.
The launch team headed by Frank, includes Alex Noonan as content director, sales director Annalise Talarico, Carli Alman as editor and Iantha Yu as beauty editor.
Meanwhile, StyledBy marie claire will be a new online destination that combines curated fashion content and a unique personal styling experience with an e-commerce platform.
“This is a global first for marie claire,” Frank continued.
“StyledBy closes the loop from fashion inspiration to customisation and finally purchase with a custom built e-commerce platform. It extends the brand footprint, brings our assets and authority to life and extends our revenue streams – whilst at the same time dialling-up audience interest in great fashion shopping.
“It’s win-win for Pacific, marie claire, our retailer partners and our audiences.”
StyledBy marie claire inspires audiences with high quality, curated editorial which is updated daily, including trend reports, fashion news, designer interviews and profiles. E-commerce is supercharged with instant shopping, plus the ability to interact directly with stylists. The platform provides users with access to the latest fashion product from over 500 retailers.
Clare Press heads the launch team as editor-at-large, while other stylists include members of the marie claire fashion and editorial team, including fashion director Jana Pokorny.
“The addition of BEAUTYcrew and StyledBy marie claire to the Pacific portfolio further cements our multi-platform reach, expertise and our data-led audience strategy,” Pacific Magazines commercial director Gereurd Roberts said.
“Supported by Seven West Media, the new online destinations will provide inspirational, curated, high quality content for our audiences and digitally smart, compelling opportunities for our commercial partners.
“The launch support for these home-grown online destinations has been incredible and we look forward to driving measurable results for our brands and clients alike.”