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ACP brings together its mags for beauty extravaganza

acp_logoACP’s stable of women’s magazines are to link up for what looks set to be be a advertiser-friendly, glamour-rich, product-focused Australian Magazine Beauty Awards, the publisher announced this afternoon.

A panel of editors and industry leaders will offer its verdict on the best products across the Australian beauty industry, ranging from skincare to makeup, to fragrance and body treatments. There will also be a “Readers Choice” award.

Paula Joye, editor-in-chief of Madison and Shop Til You Drop claimed the event would “become the leading authority on beauty in the country”.

The magazines involved will include Madison, Cosmopolitan, the Australian Women’s Weekly, Shop Til You Drop, Grazia, NW, Woman’s Day, Harper’s Bazzar, OK! and Cleo.

The initiative is the latest example of ACP combining the firepower of its magazine brands. Its 30 days of Fashion and Beauty, now in its third year, sees the publisher virtually take over newspapers’ social pages through much of September with a bombardment of high profile, celebrity-rich events.

The beauty awards will take place in Sydney in July.

Simon Davies, head of publishing for media agency OMD, told Mumbrella: “I think this will probably do quite well. Previously there have been things like the Cleo Beauty Awards and the New Woman Beauty Awards, but they never quite had the clout to be the Oscars of beauty. But having that combination of titles will really do that.”

He suggested that the event would not primarily be about generating revenue for ACP. He said: “I don’t think they are necessarily looking for big sponsorship from brands within those categories. It will be more about showing support for their biggest advertisers.”

Lynette Phillips, ACP’s publishing and sales director for women’s lifestyle, confirmed to Mumbrella: “There are going to be no major sponsors. This is an editorial initiative. It’s capitalising on the fact that we can reach 95% of Australian women, and we need to be doing more things out of the individual magazine silos.”

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