Hearst is looking to capitalize on one of its largest advertising categories with the launch of a beauty-focused site next month.
Today, the publisher of women’s magazines like Cosmopolitan and Redbook announced its newest digital venture: RealBeauty.com. The site will launch next month in beta, with the official launch coming in November with the introduction a feature called “The Beauty Book.”
“Beauty Book” will be a personalized make-over tool that will give users customized beauty and wellness info and tips, as well as product recommendations and advice. The feedback will be based on characteristics submitted by users including age, ethnicity and hair color, as well as certain preferences for products and the like. Users can then carry their Beauty Book over to other Hearst Web sites as well as social networking sites like Facebook.
The site’s founding editor Nicole Stagg said the idea arose out of women’s desire to find a “highly personalized beauty site that covers all aspects of beauty.”
Hearst already owns a number of online properties like shopping community Kaboodle, RealAge and Delish. And Hearst’s women’s, fashion and beauty and teen networks rank in the top 10 of all ad-focused sites in those categories, according to ComScore.
Full release and more details about RealBeauty.com after the jump
Hearst Magazines Digital Media to Make Beauty More Personal With The Launch of RealBeauty.com
Digital group continues to build on its success with beta launch of new beauty site in September 2009
New York — August 31, 2009 —Hearst Magazines Digital Media, a unit of Hearst Magazines, will introduce RealBeauty.com, a new Web site dedicated to providing comprehensive content on all things beauty-related. The announcement was made today by Chuck Cordray, senior vice president and general manager, Hearst Magazines Digital Media.
The site will cover both inner and outer beauty, featuring topics including hair, makeup, skin, body and fragrance, as well as diet and exercise, stress relief, sleeping better, eating well and other wellness subjects. Hearst anticipates that RealBeauty.com will quickly become a top 10 beauty destination online.
RealBeauty.com will roll out a beta version in September 2009. In November, a unique personalization feature called “The Beauty Book” will be unveiled on the site, marking its official launch. The Beauty Book, an innovative new personalization tool not found on any other beauty sites, will provide consumers with customized beauty and wellness information, product recommendations and advice based on their characteristics, such as age, ethnicity and hair color, and on their preferences for specific content, products and beauty techniques. Consumers will be able to port their Beauty Book across the Hearst Network to sites such as Cosmopolitan.com and Redbookmag.com, as well as to select social networking sites like Facebook and MySpace. Visitors to the beta site will be able to sign up for a Beauty Book and will then be notified when the function goes live.
“As beauty is one of our biggest areas of expertise and largest advertising categories, RealBeauty.com is a natural next step for Hearst Magazines Digital Media. While there are beauty sites out there, most of them are not connected with editorially-based features and content. What we bring to the table is deep editorial expertise with a customized experience for the consumer,” said Cordray. “With our success in launching other online-only brands like Delish.com, which quickly became a top ten food site, and more than 20% growth in display ad revenue for Hearst Magazines Digital Media over 2008, our track record indicates that RealBeauty.com will be a success.”
Added Nicole Stagg, founding editor of RealBeauty.com, “Our research has shown that women are looking for a highly personalized site that covers all aspects of beauty. This led to the development of RealBeauty.com’s editorial voice as well as our proprietary ‘Beauty Book’ toolbar, which will allow site visitors to get beauty advice and information targeted specifically at them.”
Content channels on RealBeauty.com will consist of key categories that include hairstyles & color, skin & makeup, body & mind, diet & fitness, and shopping. In addition, the site will feature relevant beauty advice for all ethnicities (e.g. African-American, Asian, Latina, South Asian/Indian, Caucasian, etc.), ages (e.g. teens 20s through 60s), all life stages (e.g. single, married), styles (e.g. everyday, special occasions) and budgets.
RealBeauty.com will feature content from Hearst Magazines such as Cosmopolitan, Harper’s Bazaar, Marie Claire, Redbook and Good Housekeeping, as well as partners including Hype Hair, Latina, and other original content that will enable the site to delve deeper into subjects such ethnic-based beauty.
“RealBeauty.com is the only online beauty destination that brings together the expert, social and personal aspects of ‘real beauty’ to all women, which is what truly sets this venture apart from anything else out there,” said Kristine Welker, VP of sales and marketing for Hearst Magazines Digital Media. “Our unique approach to ‘real beauty’ in the way of new editorial and advertising experiences has attracted leading beauty manufacturers.”
Since January 2007, Hearst Magazines Digital Media (including the addition of new and acquired sites such as Kaboodle, RealAge, Delish and eSPIN) has seen a 718% growth in unique visitors and a 403% growth in page views, according to Omniture. The digital team has racked up other key successes as well: According to ComScore, the Hearst Women’s Network, with nearly 11 million monthly unique visitors, ranks sixth in the top 10 of all ad-focused sites in the Lifestyle category; the Hearst Beauty & Fashion Network, with nearly two million monthly unique visitors, ranks seventh in the top 10 of all sites in the Beauty/Fashion/Style category; and the Hearst Teen Network, with nearly two million monthly unique visitors, ranks sixth of all teen