Are Media has announced a major relaunch of beautyheaven, Australia’s biggest beauty and health community, including a refreshed brand identity, increased member functionality and greater opportunities for commercial integration and content amplification.
Launched 14 years ago, beautyheaven is home to more than 318,000 reviews and 145,000 members, who test and recommend beauty and health products. So far this year 5,000 products have been received, 20,000 reviews submitted and 44,000 comments made on articles.
Following extensive research with its highly engaged community, the new site has been completely rebuilt with an audience first approach and includes a new content management system and integration of review capture syndication software.
Putting members at the forefront, the new functionality enhances the user experience with tailored recommendations, innovative products selection tools and ratings and reviews that are more interactive than ever before to drive greater participation across videos, articles and social media.
Alicia Melville, head of beauty at Are Media said: “We have overhauled beautyheaven from the ground up to ensure our dedicated and loyal members continue to have access to the latest advice, news and unbiased reviews of beauty and health products, on a platform that is more intuitive, interactive and user friendly.
“Brands now have a future-proofed site that continues to reach our audiences across all points of their research and purchasing journey, providing them more opportunities to connect with them.”
For beautyheaven’s beauty and health commercial partners, including L’Oreal, Procter & Gamble, Nivea and Estee Lauder, the refreshed site provides greater opportunities to amplify brand ratings and review campaigns.
Product listings will be SEO optimised and new affiliate marketing opportunities are open to member brands. In addition, new ad units that have a social media focus will drive community and member participation with review generation campaigns.
beautyheaven has also partnered with technology platform Bazaarvoice to allow clients’ Trial Team reviews to be seamlessly syndicated through retailers such as a Chemist Warehouse, Big W, Mecca and Target.
Samantha McMeekin, digital managing editor, Beauty at Are Media added: “We consulted closely with our members to rethink and redesign the entire beautyheaven experience. We’re thrilled with the outcome and our refreshed brand identity. It signifies an exciting next chapter for the beautyheaven brand.”
The relaunch is being supported by a marketing campaign across the Are Media network, television, radio and partnerships with retailers and hospitality distributors. In addition, beautyheaven will launch its biggest ever beauty giveaway promotion for consumers to win beauty products for five years.
The new beautyheaven comes as Are Media will soon launch its latest industry insights series, TRENDtalks: Beauty, with a panel of leading experts shining a spotlight on the changing face of Australia’s multi-billion dollar beauty market.
Open to marketers and those working in the beauty industry, TRENDtalks: Beauty will be broadcast on Wednesday 20 October at 10am.
