Clarins UK adds online editorial platform
Clarins UK has launched an online editorial platform called Beauty Daily. Calling it a “unique brand-meets-publisher approach”, the hub aims “to help solve the [beauty] problems modern women face”.
The beautydaily.clarins.co.uk site features “expert insight from industry insiders and award-winning professionals such as dermatologists, nutritionists, make-up artists and more”.
Partnering with London-based digital agency Green Park Content, the new beauty and wellness hub brings together “data-driven, life-enhancing tips and honest advice”.
Beauty Daily should also enable Clarins UK to “further develop authority within the beauty and wellness space, as well as increase online visibility within the UK market”.
Readers can seek “trustworthy, scientifically-proven advice” around the topics of skincare, make-up, lifestyle and culture through a series of ‘listicles’, how-to’s, interviews and features.
“Bridging the gap between brand and publisher in a unique approach, Beauty Daily aims to connect and resonate with their audience, providing them with content that is influential, authoritative and has true news value”, Clarins said.
Emilie Maunoury, Digital, CRM & E-commerce Director at the firm, added: “This will help us connect with our core audiences on a deeper level within the UK market. With the rise of digital content, we want to ensure we provide true value to our consumers outside of our product offering and creating our own beauty and wellness hub is the perfect way to do this.”
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