07.06.11
L’Oréal USA relaunched Makeup.com with fresh new look, a team of experienced contributing writers and plans to become the BBF (beauty best friend) of its readers, according to the cosmetics maker, which acquired the URL in 2009.
The new site will be under the direction of consulting editor Ellen Seidman, formerly deputy editor at Glamour Magazine where she oversaw beauty coverage, and editor Ayren Jackson-Cannady, formerly a beauty writer for various women’s magazines including Redbook, Glamour, Real Simple and Fitness.
“Our brand strategy for Makeup.com is to speak to women as only their beauty best friend can,” said Farrah Linden, corporate media manager, L’Oréal USA.“We want to stimulate their beauty lives and encourage them to fearlessly step up to the “new” and dare to be just a bit more adventuresome.Our brand tone is one of a best friend; we are playful, encouraging and in-the-know.”
To providing an authentic, editorially-independent site, L’Oréal USA has teamed up with Federated Media to outsource the editorial content of Makeup.com to writers and beauty bloggers.New content is posted daily, including feature stories, blog posts, slide shows, “how to” videos, beauty news, tips and tricks and conversational starters.
The new site will be under the direction of consulting editor Ellen Seidman, formerly deputy editor at Glamour Magazine where she oversaw beauty coverage, and editor Ayren Jackson-Cannady, formerly a beauty writer for various women’s magazines including Redbook, Glamour, Real Simple and Fitness.
“Our brand strategy for Makeup.com is to speak to women as only their beauty best friend can,” said Farrah Linden, corporate media manager, L’Oréal USA.“We want to stimulate their beauty lives and encourage them to fearlessly step up to the “new” and dare to be just a bit more adventuresome.Our brand tone is one of a best friend; we are playful, encouraging and in-the-know.”