Beauty publications are still proving to be a hot commodity, with NewsLifeMedia announcing today it has acquired primped.com.au. The beauty website was first created in 2008, and formerly owned by Independent Digital Media (IDM).
NewsLifeMedia CEO Nicole Sheffield tells AdNews that building a pre-existing business was integral to her plan of forming the top online beauty destination. “If you look at the traffic, no one's won the market and NewsLifeMedia has the number one news site, and the number one food site, I like to win,” Sheffield comments.
“Vogue is very much broader than beauty, it is an important part of it and it's also a part of Buro 24/7, but there's a space for Primped to be the go to destination for beauty, both inside and out.”
Labelling Primped a “fantastic addition” to NewsLifeMedia’s existing titles, Sheffield confirms Sunday Style’s beauty and lifestyle director Cleo Glyde and Vogue Australia beauty and health editor-at-large Ricky Allen will contribute content for the site.
Yasemin Trollope will remain the content director for Primped, explaining: "While the company is deciding on the direction of the site, I will remain on in my usual position continuing business as usual. While Cleo and Ricky are working internally to populate the site, I will continue to upload new content."
