News Australia’s social-first beauty and culture brand celebrated its official launch last night, as it looks to turn early digital traction into a multi-platform proposition for young audiences and advertisers.
Glamour Australia has taken its social-first strategy to print, with a special edition featuring Swedish pop star Zara Larsson set to land in The Saturday Telegraph and Saturday Herald Sun this weekend. Additional copies will also be available at select Myer stores, with the retailer serving as the brand’s exclusive beauty partner.
The brand certainly didn’t let the milestone slip by quietly, with a launch event featuring an impromptu dance performance, a video message from Larsson herself, Chandon jello shots and a roll call of Australian largest content creators, including the likes of Riley J, Alli Simpson and Pip Edwards.
For the cover, Glamour Australia editor Remy Rippon said Larsson was an obvious choice, describing the Swedish singer as “effervescent”, “bold” and “unapologetically herself”.
While Larsson couldn’t make it to the event in person, she sent a video message to guests, sharing her excitement about fronting the special edition.
The print edition marks the latest step for the brand, which launched across Instagram and TikTok in July before expanding into Facebook and its own Australian website.
While the special edition represents a new chapter for the brand, Glamour Australia will keep its digital channels at the centre of its strategy with early figures having suggested the title has already found a strong and loyal audience.
Since its launch, the brand has recorded nearly 55 million combined media views across TikTok and Instagram, including more than 23 million organic views.
The social reveal of the print edition generated more than eight million Instagram views, while the cover alone achieved 3.4 million impressions. Gen Z accounted for nearly 80 per cent of total engagement on the cover content.
Rippon said the print edition offered an opportunity to build on the brand’s digital presence while responding to younger audiences’ renewed interest in physical magazines.
“While our social channels remain the core heartbeat of the brand, the special edition taps into a genuine Gen Z nostalgia for print, giving our audience a space to unwind with the written word and connect deeply with the topics that matter to them,” she said.
The issue is set to bring together celebrity profiles, career guides and spring lifestyle edits, with content spanning interviews with creators Jake Shane and Sophia Begg, a feature on the siblings behind indie-pop band Wasia Project, and an essay exploring Gen Z’s shift towards health club culture.
Australian travel guides and beauty roundups also feature, with the editorial approach designed to reflect the way audiences naturally move through their social feeds.
For News Australia, the launch is also a play for advertisers looking to connect with younger consumers across content discovery through to retail.
“Young Australian women actually knew Glamour. Many of them actually assumed it was already here,” said News Australia chief revenue office Lou Barrett at the event.
“They were searching for its content. They were engaging with its global platforms, and they were looking for a trusted space that understood beauty, understood fashion, wellness, culture, and of course, how they actually live.”
Myer, Pandora, Racing NSW, Michael Kors and Chandon were among the advertisers supporting the print edition, with the launch event supported by Moët Hennessy ANZ.
