This week marks the New Zealand launch of Bauer Media’s digital platform, beautyheaven. Launched in Australia more than a decade ago, the platform has already been reaching 30,000 New Zealanders every month through the Australian site. Off the back of its success as the biggest online beauty community across the ditch, the New Zealand site already has big beauty brands signed up and will provide a community for New Zealand beauty-obsessives.
Combining high-quality beauty journalism with consumer-generated content, beautyheaven is the go-to destination for all things beauty. The site is home to the latest beauty trends, expert advice, celebrity beauty secrets, new products, how-to tutorials and beauty reviews, all curated by a team of industry experts.
beautyheaven operates in a growing industry, with the global beauty and cosmetics market worth $465 billion in revenue in 2017, according to Euromonitor International. This figure is expected to surpass $530 billion in the next five years (Digiday).
beautyheaven has been designed to create a hero beauty brand. Bauer digital sales manager Jacquie Fraser says the platform will further solidify Bauer Media’s ownership of the women’s lifestyle space.
“You can expect to see beautyheaven branding integrated into editorial pages throughout our print and online portfolio,” she says.
The platform’s model was built on the research-based premise that consumers are more likely to buy products reviewed by real people. The brands on beautyheaven have access to the Trial Teams programme and brand listings while reaching a wide-range of New Zealand women.
“For brands, this means more reach, more awareness, better targeting and greater ability to be front of mind when your customer is web-grooming your product prior to purchase,” Fraser says.
How it works
The premise is simple: reviews and rewards. There are a whole host of ways members can earn points, including reviewing products listed on site and commenting on articles. They can then spend these points in the Rewards Room, which opens twice a year.
What are Trial Teams?
Increasingly, consumers are looking for genuine product reviews from their peers that they can trust. The beautyheaven Trial Team is a panel of independent product testers, who are active members of the beautyheaven community, invited to review the latest beauty products.