Marie Claire UK, the Future-owned brand and winner of the ‘Best Diversification of Commercial Strategy’ in the AOP Digital Publishing Awards 2020, is launching a luxury beauty offering in an exclusive partnership with NET-A-PORTER, one of the world’s leading luxury shopping platforms.
The new service aims to create a ‘unique, first-in-class beauty shopping platform’ offering more than 200 specialist beauty brands such as Dr Barbara Sturm, Augustinus Bader, La Mer, Summer Fridays, Medik8 and Tata. Commercial details of the partnership have not been disclosed but are thought to include a revenue share of each product sold. The initiative will be housed on Marie Claire Edit, the eCommerce spin-off from the Marie Claire UK brand.
Since its acquisition from TI Media a year ago, Future Publishing has aggressively leveraged the eComm success of Marie Claire UK by further expanding Marie Claire Edit. In August of 2020, Future launched Marie Claire Beauty Drawer, a free beauty sampling service designed to bring ‘added value to the brand’s readership whilst also delivering a highly personalized advertising channel for brand partners’. In eight months, Marie Claire Beauty Drawer has garnered 50,000 sign-ups.
Launching beauty on the Edit has helped me with my long term objectives of creating a 360 approach to eCommerce on the Marie Claire platformEmily Ferguson, eCommerce Director of Marie Claire
Caroline Stent, MD of Marie Claire, says, “Extending into beauty is a natural next step for Marie Claire Edit. Alongside Beauty Drawer and VIP, today’s launch further cements our position as the UK’s No.1 fashion and beauty media brand. Importantly, it also enables us to offer our loyal community an ever more sophisticated and rewarding shopping experience.”
The success of Marie Claire Edit as an eCommerce spin-off from its Marie Claire UK magazine brand is a pointer to other publishers looking to expand into new revenue streams. Marie Claire’s eCommerce revenues now account for approximately 40% of all digital revenues for the Marie Claire UK brand, partly off the back of creating touchpoints to purchase from the top to the bottom of the eCommerce funnel throughout its content.
In related news, Future Publishing is aiming to replicate the success of Marie Claire Edit by launching Beauty Counter, a bespoke beauty sampling members club for its best-selling woman&home brand. In partnership with La Mer, the luxury skincare and beauty brand, Woman&Home Beauty Counter will offer personalized targeted samples curated by the Woman&Home beauty editorial team.
Free of charge, members will receive special offers and priority access to all Woman&Home beauty events. Many more premium brands will also be
available on Beauty Counter from May 2021.
The Woman&Home Beauty Counter will be again spearheaded by Emily Ferguson, who adds, “Beauty Counter enables us to capitalise further on the success of our beauty awards, by provide another way for us to engage with our users and add value to our advertisers.”
Mark Winterton, MD of Women’s Lifestyle, continues, “Beauty Counter enables us to connect our advertisers and readers like never before, with rich data powering the full benefits of the service. Launching with an established and prestigious partner such as La Mer demonstrates the quality products and partners that will be working with Woman&Home in this premium venture.”