Taking over the helm of beautyheaven Group is no easy feat, but it’s one the company’s new general manager Michelle Blancato has taken on with gusto. Despite being in the role for just one month, Blancato has quickly moved to action - implementing a spate of innovations set to ignite the company into a full-service beauty offering.
Here, we speak to Blancato about just what she’s been working on, and what part the company is going to play in the Australian beauty media landscape in 2016.
What does 2016 look like for the beautyheaven Group?
It's a big year for us in terms of product development and completing our integration into the Bauer Xcel Media family. This will result in the launch of our full-service beauty offering, allowing beauty brands the most comprehensive opportunity in market: the ability to reach and connect with beauty media, consumers and influencers, and then amplify this activity through network reach.
This year is bringing with it some exciting initiatives for the group. Can you tell me about some of these?
Where to begin?! We're enhancing our client offering and expanding our footprint in the market as a resource for trade and consumers through several new developments. You'll see the launch of the BD influencer network, industry and consumer events, a tool for brands to better utilise their reviews, plus we'll be launching new opportunities to connect luxe and professional brands with consumers. It's going to be a busy year, but the team's pumped about growing the sites and taking new opportunities to market.
What does it mean to be part of Bauer Xcel Media and how does this affect beautyheaven Group?
It means great things for our sites, members and clients! We will continue to focus on our community and working collaboratively with clients, but we have access to resources and insights to deliver a better product. From a client perspective, you'll discover we can offer a one-stop beauty solution, creating integrated and engaging campaigns that utilise multiple titles, formats and channels (digital, print, social, video etc). And being part of the Bauer Xcel Media network means we can now offer both mass market and targeted campaigns.
How will beautyheaven Group look to stay ahead of its competitors in 2016?
I think we'll stay ahead by staying true to what we do, and are known for doing, really well. While we're excited and keen to expand the sites' offerings, the best way forward is to make sure these developments enhance and build upon what has made us so successful. For BEAUTYDIRECTORY, this means maintaining our position as the industry's source of information for media and brands. And beautyheaven, where 500,000 people a month come to read over 200,000 genuine beauty reviews, news and tutorials, we'll continue to foster the relationships between our site, the community and brands. And as we have always done, we'll continue to develop highly collaborative relationships with our clients and work with them to create targeted and integrated solutions that meet their campaign objectives.
