Whispers of a resurrection of GRAZIA have been circling the Australian publishing industry for the past six months, with the title thrilled to announce the speculations are indeed true. Returning as a solely digital publication, GRAZIA will be relaunching in Australia this April.
While the Australian version of GRAZIA magazine was closed down by Bauer Media in 2013, the new-look site is returning under a new publisher, Grace Publishing. The digital-only title will be licensed directly from the Mondadori Group, the Italian publisher of GRAZIA, with Isobar the digital creative agency behind the website.
GRAZIA Australia will feature purely original content across four verticals including fashion, beauty, entertainment and lifestyle. Alongside its traditional offering of fast-paced news and engaging content, the site will feature weekly fashion and beauty shoots, as well as regular video content.
Former Bauer Media publisher Marne Schwartz is behind the return - and has taken up the position of general manager at GRAZIA. Joining Schwartz is Nicole Keats Torrance in the role of chief operating officer, Rachel Sharp as editorial director and fashion news editor, Sara McLean as beauty editor, Jessica Bailey as entertainment editor, and Nicholas Carolan as lifestyle editor. The site also has two fashion directors - Aileen Marr focusing on the luxury market and Charlotte Stokes who is focusing on the high street. Each editor will be responsible for their individual vertical.
All of the GRAZIA editorial team come from a strong publishing background. McLean has worked in the beauty department for titles including ELLE, Harper's BAZAAR, DOLLY and SHOP Til You Drop; Bailey was the features editor across DOLLY and CLEO; Carolan was the news editor at Pedestrian Group; while Sharp was previously launch editor of GRAZIA Middle East, editor at Women's Fitness Magazine, and deputy editor at Harper's BAZAAR Australia.
The Australian version of GRAZIA will include feature articles written in Mandarin and will have an extended focus on Chinese tourists and Chinese women who live in Australia. The title has three market editors who are fluent Mandarin speakers.
To find out more, we chat to McLean about the launch.
Can you tell me a bit about the relaunch of GRAZIA in Australia?
When GRAZIA closed in 2013, it left a huge gap in the market felt by both consumers and advertisers. Market conditions are ripe for the GRAZIA DNA that everyone knew and loved to return, but with a next-gen twist, so launching digital-first was a natural move. The GRAZIA girl is still the same. She still wants her fashion, beauty, lifestyle and entertainment news served with a side of intelligence and slice of signature cheek. Naturally, she has moved with the times, is never without her smart phone, and has developed muscle memory for finding the appropriate SnapChat filter in seconds.
What will make GRAZIA stand out from its competitors?
Original content, award-winning creative direction and data. There is literally nothing else like it in the market.
Can you tell me a bit about the position? How does it differ from your previous roles?
My role is much more customer-focused than other beauty media roles I’ve held over the past seven years. What she buys, what trends she likes, how she consumes media, and who influences her are all really important considerations for every interactive and engaging beauty experience we create. Given our connection to GRAZIA China, we’re also addressing the growing size and importance of the Mandarin-speaking market here in Australia in a way no other publication can. Lucky for us, GRAZIA is one of the biggest selling fashion magazines in China, selling over two million copies every week, so Chinese residents and visitors here already know and love the brand.
What will people be able to expect from the beauty vertical on GRAZIA?
Real-time trends, video and a true representation of Australia’s diverse cultures and ethnicities. Oh, and you can buy every product you see on the site, too.
To get early access and exclusive offers, sign up to the site via the GRAZIA landing page.
Image: GRAZIA. Photography/videography - E Michael Wolf, hair - Byron Turnbull for Edwards & Co, and make-up - Elsa Morgan.
