Redbook’s Revamp
 

 

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The all-new Redbook’s April cover.

Redbook magazine has undergone both an external revamp and internal repurposing—and the lucrative beauty category is a huge part of what the 100-year-old women’s title is calling its “radical rethink.”
Fashion and beauty coverage will now comprise 50% of Redbook’s content, said its publisher Mary Morgan, beginning with the April issue on newsstands March 12. Also, 40% of the magazine’s advertisers are now beauty brands, including L’Oréal, P&G Beauty, KAO, The Estée Lauder Companies and Aveda.

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The magazine’s publisher, Mary Morgan.

Also on the beauty front, makeup artist and entrepreneur Mally Roncal has joined the title as a member of ‘Team Red’—a star-studded lineup of celebrity contributors that also includes Rachel Roy, Kelly Osbourne and Tori Spelling.

The magazine’s new format was born from the need for editorial perspective in an ever-crowded and shifting retail marketplace, it said. Inside, readers will now find a carefully curated collection of looks for women over 30 at the best prices, available now and shoppable via phone. Outside, vibrant colors, lush photography, a lowercased logo and a new cover format create a more casual spirit.

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An excerpted beauty feature from Team Red contributor, Mally Roncal.

The magazine is also seeking to drive e-commerce with Eye Capture technology, which enables readers to snap a photo of a page to instantaneously purchase products, ‘Like’ them on Facebook or share with their friends via mobile devices.

 

 

 

 

 

 

 

 

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