Glossy magazines are flocking to the next “it” destination of beauty e-commerce, extending their brand and launching into the beauty sector to strengthen bonds with their readers and increase revenue streams.
First it was Time Inc.’s Marie Claire partnering up with Ocado, now Condé Nast’s Glamour and online pureplay Feelunique have formed an alliance which will create a unique branded beauty destination, capitalising on the authority of the Glamour beauty editorial and the reach of Glamour’s website.
Glamour is Europe’s number one bestselling women’s glossy magazine in its sector. “Devoting more pages to beauty than any other magazine,” Glamour’s Editor, Jo Elvin comments, sees this merge between the glossy magazine world and the beauty e-commerce space as a logical and win-win situation as her magazine’s readers “are as passionate about it as we are”.
Publishing Director, Jamie Jouning confirmed this decision saying “The partnership not only provides our audience with a relevant and extremely useful shopping service but also establishes an exciting new revenue stream for the Glamour brand.”
Elvin added “The democratic nature of beauty products reflects our winning formula of feel-good attainability with luxury values. The Glamour Beauty Boutique will allow us to grow the relationship with our reader even further.”
Feelunique was founded in 2005 and is Europe’s largest online winning premium beauty retailer. An official retailer carrying over 500 of the world’s leading beauty brands from cult classics to cutting edge exclusives.
Jim Buckle, COO of Feelunique said: “We are delighted to be collaborating with Glamour to create the glamour Beauty Boutique. Glamour is respected and trusted amongst women and beauty brands, making this move into retail a natural evolution.
Feelunique will bring its expertise in beauty ecommerce to this exciting partnership, ensuring that glamour’s readers will have the very best beauty shopping experience available, accessing the UK’s widest selection of products, to discover the ones that suit them best, in their own unique way.”