.ELLEmagazine is the latest glossy to venture into the beauty space.
As more media brands dive deeper into the beauty market as part of their wider e-commerce plans amid floundering print advertising revenues, Elle is no exception.
The Elle Beauty Custom Collection will go live on Monday where users will have the opportunity to discover some of Elle’s favorite beauty products and shop prior to the live shows, which Elle will be promoting with editorial content online and across all social channels. Each livestream will be 30 minutes with the first live shopping event, themed “Hot Girl Summer,” kicking off on Tuesday, and feature several of Elle’s top summer beauty products.
In recent years, more media brands are tapping into the beauty market, estimated to be worth hundreds of billions of dollars globally, as traditional print advertising revenue streams continue to struggle. This ranges from affiliate sales, to beauty boxes to licensed products to popups and even retail stores.
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