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2013 August 5

Hearst's Beauty-Centric New Project: A Digital Flipboard Mag For Estée Lauder

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(NEW YORK) Beauty junkies, here's something to flip over: Hearst Magazines Digital media has announced a three-way partnership with OMD and Estée Lauder to release a special publication on Flipboard, a site that lets users curate a digital, tap-enabled, "flip-able" mags of their own articles of interest. The Estée Lauder/Hearst project is designed solely around the beauty brand’s Advanced Night Repair. While the focus may be on the new product launch, editorial teams from Harper’s Bazaar, Elle and Marie Claire were tapped to provide content to fill the digital pages as well. Articles run the gamut from beautifying while you sleep to summertime dressing. According to Kristine Welker, chief revenue officer for Hearst Magazines Digital Media, this multiplatform project has much to do with “the importance of bringing brands to life and translating them to consumers.” In addition to touching on the topics of fashion and beauty, the mag will also discuss health and lifestyle content. The future of advertorial-centric glossies? Perhaps...




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