Ex-Marie Claire editors launch new women’s publication, Primer

Primer, a new women’s lifestyle website co-founded by former Marie Claire editors Felicity Robinson and Anna Saunders, has launched.

The site will publish a mix of features, beauty and fashion stories, and has committed to donating half its profits to NGOs that help women in need.

It currently has commercial support from Dermalogica, Kate Spade and Volkswagen.

Co-founders Felicity Robinson and Anna Saunders

Robinson was previously Marie Claire’s deputy editor, while Saunders was previously the publication’s executive editor for digital. Saunders has also held roles in the UK at Bauer, Time and Telegraph Media Group.

Primer’s launch contributors include ex-Marie Claire beauty editor Lucy Adams, travel influencer Georgia Hopkins, fashion journalist Clare Press, and journalists including Clementine Ford and Anna Murphy.

The founders insist the site will avoid celebrity gossip, and that every shopping story will include ethical or sustainable options.

They described Primer as a “purpose-driven media business”, with Robinson saying: “Women’s empowerment has always been important to us, and we were determined to adopt a business model that enabled us to help women in a real, tangible way.”

In its first year, the publication will support the Women And Girls’ Emergency Centre in Sydney, and the Against Malaria Foundation.

“There’s little doubt that we’re in the midst of a ‘global ethical awakening’, where millennials are using their voices and their wallets to help shape the world they want to live in,” said Saunders. “Primer helps women take part in this movement – and make a difference – in a way that fits seamlessly into their lives.

“Many companies have amazing initiatives put in place to give back to communities or to encourage diversity, but don’t know how best to tell these stories. We’re uniquely placed to do this for them.”


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