Since leaving MAXMEDIALAB in August last year to develop her own website, the industry has eagerly been awaiting the launch of Chloe Brinklow’s new digital offering. With snippets of information circulating the industry about what to expect, the wait is over - with TOMBOY Beauty going live this morning.
Here, BEAUTYDIRECTORY sits down with Brinklow to grill her on everything about the new site.
Can you tell me a bit about the concept behind TOMBOY Beauty?
TOMBOY Beauty is a less is more approach to beauty, and by default, style.
What made you decide to launch a website?
When I was at uni studying journalism, the vision was clear: I was going to work my way up the ranks to editor-in-chief of a fashion masthead, probably Vogue! I was very ambitious. But when I landed my first mag role at InStyle magazine, the reality was different to the dream. Things didn’t move fast enough, namely my career progression, but also the pace that things were done. I left magazines to extend my skill-set in social media, digital, publicity, and media-buy (at MAXMEDIALAB), and began developing TOMBOY Beauty. When I was confident I could offer something unique for readers and brands alike, I made the leap to leave and begin working on the launch.
Was it a scary decision to leave your job at MAXMEDIALAB to go out on your own?
Of course, I had an incredible job, a lot of freedom and was taking the lead on PR and social media initiatives for some of the world’s most premium and global beauty brands. But I knew if I didn’t take the leap, I never would. I’m lucky to call CEO and founder Lynette Phillips a business mentor and friend, and she was supportive of my decision to pursue TOMBOY Beauty from the very beginning.
Will content on TOMBOY Beauty be similar to a beauty blog or will it be more like a website?
I refer to TB as an online destination. There are a number of yet-to-be released extensions that will justify the name in coming weeks. The format is definitely that of a website, though a lot of the content is written in the first person so it feels like a blog too.
Is the content going to be heavily focused on yourself?
No. I think that style of digital beauty media and digital media in general is well and truly taken care of, especially in the Australian market. It’s very saturated and very repetitive. I will appear in some of the content, occasionally, because I know that establishing and retaining a personal connection with the audience is very important, but for me the priority has always been to build a strong brand in the premium space.
How will this site differ from other beauty websites?
TOMBOY Beauty’s point of difference is its attitude: fearless, effortless, progressive - it goes against the grain. Beyond that, TB boasts unmatched “magazine”-quality editorials and content with something to say. We never publish content for content’s sake and believe in quality over quantity.
You've done some amazing collaborations for the site. Can you tell me about them?
I am very proud of “The Other Woman” - an androgynous editorial featuring [Gary Pepper Girl founder] Nicole Warne shot by leading fashion photographer Simon Upton and styled by Karla Clarke. To a lot of people, Nicole is about colour, perfection, pristine, so I wanted to show her in a new light. I think the editorial embodies the TOMBOY Beauty mantra - less is more - to a T.
“Sun Proof Summer Beauty” was created in partnership with Mecca Cosmetica. The images that appear in the story were shot by leading surf photographer Luke Shadbolt and were used in Mecca Cosmetica’s SUN campaign, including digital assets, windows and POS.
You are friends with a lot of people popular in the digital space. Will we be seeing you teaming up together on projects?
I’m really lucky to have a lot of really inspiring and entrepreneurial friends who are doing nothing-short-of amazing things in the digital space, though for me when it comes to collaborating, the criteria is based on synergy not numbers. My dedication to establishing and maintaining TOMBOY Beauty’s proposition and brand equity is far more important.
How often will you be updating content?
In the beginning, every second day, though that will increase as the business and team grows.
Will you be solely focused on the website or will you be doing freelance work on the side?
The business structure is similar to a full service agency model: we offer content creation, campaign conceptualisation and integration, social media strategy, copywriting, creative consulting, and of course a publishing arm through TOMBOYBEAUTY.com. It’s a 360 approach that combines my multifaceted approach and experience in the beauty media landscape.
You have a strong following on Instagram already. Do you think this helps when launching a site?
Absolutely. Having an audience in the launch phase of an online business is crucial – the more eyeballs on TOMBOY Beauty, the better. I’ve always focused on building an engaged and loyal following on Instagram, and the support from my audience has been incredible.
What will be your target audience for TOMBOY Beauty?
Women [aged between] 18 and 35 is the short answer. We create all content with the TOMBOY Beauty girl in mind, though are also really realistic that when it comes to online content, magazine-style profiling can’t really be applied – the internet is too vast to think that an AB consumer, who is tertiary qualified and makes X amount of dollars, is the only person landing on your site.
Who is the TOMBOY Beauty girl?
She is really f***ing cool, has like four products in her beauty cabinet, loves fashion but isn’t a slave to trends, and will drop $4,000 on a Saint Laurent suit that she will wear with dirty converses a friend once left at her front door.
Do you expect many of your Instagram followers will become users of the site?
I do, because my social media accounts, namely Instagram have always been very work-focused. I always document beauty events and shoots, travel for projects, and fashion weeks, as well as things that inspire me in #TBmoodboard posts – TOMBOY Beauty is an extension of what I have already been doing.
What makes you most excited about launching TOMBOY Beauty?
I’ve really enjoyed the entire process! I thrive on being creative every day and I can’t wait to continue to deliver exclusive editorials that can’t be found anywhere else on the internet. Though what I am most looking forward to is the response from my audience, the good and the feedback and criticism. Everyone has an opinion, bring it!
What are some of the things people can expect from the website in the future?
This season I will be attending the shows in Paris and creating exclusive backstage, runway, model and personality content. Because TOMBOY Beauty is heavily style-driven, Fashion Week coverage is very important. In the coming weeks, we will also be announcing a partnership with a top-tier masthead and a first-to-market extension, but they’re both under wraps for now.
Click here for all TOMBOY Beauty and Chloe Brinklow contact and social media details.
