Are Media’s Beautyheaven relaunches with brand refresh and new commercial functionality

Are Media have today relaunched Beautyheaven, including a refreshed brand, increased member functionality and additional opportunities for commercial integration and content amplification.

For Beautyheaven’s beauty and health commercial partners, including Estee Lauder, Nivea , L’Oreal, Procter and Gamble, the refreshed site provides new opportunities to amplify brand ratings and review campaigns.

Product listings will be SEO optimised and new affiliate marketing opportunities are open to member brands. In addition, new ad units that have a social media focus will be added to drive community and member participation with review generation campaigns.

Beautyheaven has also partnered with technology platform Bazaarvoice to allow clients’ Trial Team reviews to be syndicated through retailers such as a Big W, Chemist Warehouse, Mecca and Target.

The new site has been completely rebuilt with a new content management system and integration of review capture syndication software. The new functionality is designed to enhance the user experience with tailored recommendations, new products selection tools and ratings and reviews that are more interactive than ever before to drive greater participation across videos, articles and social media.

Launched 14 years ago, Beautyheaven hosts more than 318,000 reviews and 145,000 members, who test and recommend beauty and health products. So far this year 5,000 products have been received, 20,000 reviews submitted and 44,000 comments made on articles, according to Are Media.

The relaunch is being supported by a marketing campaign across the Are Media network, television, radio and partnerships with retailers and hospitality distributors. In addition, Beautyheaven will launch a beauty giveaway promotion for consumers to win beauty products for five years.

The new Beautyheaven comes as Are Media prepares to launch latest industry insights series, TRENDtalks: Beauty, with a panel of industry experts to discuss Australia’s multi-billion dollar beauty market.

Are Media head of beauty, Alicia Melville, said: “We have overhauled Beautyheaven from the ground up to ensure our dedicated and loyal members continue to have access to the latest advice, news and unbiased reviews of beauty and health products, on a platform that is more intuitive, interactive and user friendly.

“Brands now have a future-proofed site that continues to reach our audiences across all points of their research and purchasing journey, providing them more opportunities to connect with them.”

Are Media, digital managing editor, beauty, Samantha McMeekin, added: “We consulted closely with our members to rethink and redesign the entire Beautyheaven experience. We’re thrilled with the outcome and our refreshed brand identity. It signifies an exciting next chapter for the Beautyheaven brand.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.