And so Conde Nast continues it’s rapid expansion into the video space. As we previously covered, Allure is the newest editorial property to be handed over to Conde Nast Entertainment to develop more original video content for the brand.
Now, Allure has partnered with ten web-native and offline beauty and fashion influencers to create Allure Insiders — a mini-network that will contribute original video content, in the veins of tips, how-to’s, and product reviews, endorsed by and exclusively for Allure.
Some of the creators from YouTube include Cara Brook (Maskcara), K. L. Cao (SecretLifeofaBioNerd), Tati Westbrook (GlamLifeGuru), alongside Allure contributors like Celebrity hairstylist Serge Normant and celebrity make up artist Jamie Greenberg, all of whom are committed to uploading at least two videos a month.
Though Linda Wells, EIC at Allure notes “video is an important frontier for beauty,” there’s been quite a bit of evidence that this frontier is already well-established and a huge business, even better than brands online. Smart strategy to take a bite of that business — teaming with YouTubers to ultimately move that audience over to Allure.
CNE Head Dawn Ostroff adds, “The partners we have chosen for Allure Insiders not only have significant digital footprints, but deliver best-in-class content that viewers can trust.”
We trust that Conde Nast Entertainment is on to something with the way they are rolling out their video strategy.
What do you think of CNE’s approach? Comment below and read all our coverage on CNE here.