Pacific Magazines expands ecosystem with digital hub

Lindsay Bennett
By Lindsay Bennett | 8 February 2016

Pacific Magazines has today unveiled two major digital destinations for fashion and beauty, bringing together its women’s brands under one banner and creating a digital women’s network that integrates with e-commerce.

The two digital plays being rolled out are BeautyCrew and StyledBy Marie Claire.

Pacific follows Bauer’s lead, with the publisher launching an integrated content hub around its lifestyle themes in 2014.

Fashion and health group publisher, Jackie Frank, says Pacific Magazines still has a commitment to print with the two digital networks being an amplification of its ecosystem and footprint.

StyledBy Marie Claire combines curated fashion content and a unique personal styling experience with an e-commerce platform.

Frank says it is a global first for the publisher: “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.”

With advertising revenue in magazines declining significantly in recent years, this move stands to change to conversation with advertisers, says Frank.

“We now are able to look at a cross-platform opportunity when talking to advertisers, and show how we are able to enrich their engagement with the company, audiences and consumers.”

Speaking about BeautyCrew, Frank told AdNews: “We feel it will revolutionise the way women will interact with beauty brands.

"We’ve made a one-stop-shop for both the consumer as well as the advertisers in the beauty area. We are the only media company in this country that has a cross platform that can provide a total solution across TV, digital, social and print capturing the consumers at all the points on the path to purchase.”

This site will be the first time Pacific’s brands will come together in one destination. The BeautyCrew launches supported by commercial partners including L’Oréal, Coty, Estée Lauder, Unilever and Parfums Christian Dior.

BeautyCrew content director, Alex Noonan, adds: “BeautyCrew’s unique new editorial content satisfies the digitally savvy, highly engaged female audience whilst driving traffic for our commercial retail partners.”

The launch team behind the digital plays is a combination of print and digital staff, including content director Alex Noonan, sales director Annalise Talarico, editor Carli Alman and beauty editor Iantha Yu, in addition to an experienced digital, video and editorial team.

Frank tells AdNews that this launch is the initial phase of a three-tier strategy. She says the goal is to ultimately to work towards developing a rich community she calls a ‘new generation forum’. More about the second stage will be announced in coming weeks.

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