This month, L’Oréal USA relaunched Makeup.com with a fresh look, a new team of experienced contributing writers, and plans to become the BBF (best beauty friend) of its readers. The beauty giant teamed up with Federated Media to outsource the editorial content of Makeup.com to writers and beauty bloggers in order to create a site that is relatable to every woman. Committed to providing authenticity, new content will be posted daily, including feature stories, how-to videos, beauty news, tips, tricks and more.
“Our brand strategy for Makeup.com is to speak to women as only their beauty best friend can,” said Farrah Linden, corporate media manager of 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.”
The new site—under the direction of consulting editor Ellen Seidman and editor Ayren Jackson-Cannady, both former beauty writers for women’s magazines—will aim to engage all beauty lovers in one space using social and interactive content in a range of topics including face, eyes, lips, nails and skin care. Contributing writers include Sarah Wexler, writer for Allure and InStyle, Jeannine Morris of BeautySweetSpot.com, and Lauren Cosenza of Divalicious.com.
Leading up to September, the site’s featured material will expand to incorporate video and additional viral content linking back to Makeup.com’s Facebook and Twitter accounts.
“We’re going to cover beauty for women in a way that no other site can, using a unique mix of professional journalists and influential bloggers who will go straight to the source—professional makeup artists, hairstylists and dermatologists—to offer a
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