After alluding to an exciting new project in the works with the closure of Blush Hour in June this year, beauty journalist Lauren Dunne is thrilled to launch THE ECO EDIT. A digital destination devoted to clean, natural and organic beauty, THE ECO EDIT is based on the belief that beauty and nature are intertwined, and natural, sustainable and cruelty-free skincare and cosmetics are a better option for consumers - and the planet.
“Having worked as a journalist in the beauty industry for close to a decade, I’ve witnessed first-hand how the natural beauty sector has evolved to offer products that are not only the healthy and ethical choice, but also incredibly luxurious and stylish. This concept is reflected in the site’s design, which features a clean, minimalistic aesthetic that appeals to our target audience comprised of women aged 30-45. It also gives the natural beauty sector the modern make-over it deserves,” says founder Lauren Dunne.
Along with traditional editorial content, the website will also feature an e-magazine and e-boutique. Partnering with eco beauty e-tailer Beauty Because, THE ECO EDIT's e-magazine will offer an interactive digital guide to educate consumers who are looking to make the initial transition to natural and organic beauty. THE ECO EDIT's e-boutique will showcase a carefully selected range of tried and tested natural and organic beauty products. Readers will be able to click through to buy products directly from a select range of natural beauty stores, brands and affiliates.
“Having an element of interactivity is essential for any modern digital publication that wants a competitive edge in a busy marketplace. In addition to creating a more engaging user experience, having click-to-buy functionality acts as a strong call-to-action for readers and makes the purchasing process much more streamlined,” reveals Dunne.
