Condé Nast is today launching a new content studio that is dedicated solely to beauty.
The studio, which is a 2,600 square foot space at World Trade Center, will display Condé Nast’s core capabilities, from social and video production to still-life photographs. It will also allow external advertising clients and in-house editorial brands to benefit from the company’s capabilities and knowledge of beauty.
Condé Nast reaches more than 120 million consumers across its print, video and digital brands, and according to Condé Nast’s chief industry officer, Lucy Kriz, beauty is its largest category.
“The Beauty Studio is about speed-to-market, and capitalising on beauty trends quickly and as they happen,” Kriz said.
The studio will focus on shooting shorter, more instant content to help gain the attention of millennials and Gen Z audiences, rather than Condé Nast’s branded studio, CNX, which generally focuses on longer content.
“We were thinking about how we could modernise our offerings, especially to reach that ‘Next Gen’ consumer,” Kriz said. “What we kept hearing from brands was that, in order to reach their business goals, there was a desire to work with Condé Nast to not only create storytelling content, but also to utility content and use our creatives’ expertise.”
Vogue beauty director, Celia Ellenberg and Allure executive beauty director, Jenny Bailly are leading the move, and are set to review all beauty proposals, including approvals of prospective brands, potential beauty content, and celebrity and talent suggestions.
“We want to give these clients the elevated editorial sense of what works best for beauty, what could be improved upon and what is relevant to reach the biggest audiences,” Ellenberg said.
Johnson & Johnson’s Neutrogena is one of the brands sponsoring the launch, and their products will be in prime placement at the studio until the end of next year.
