Mamamia looks to tap additional beauty spend via tutorials and experiences

Mamamia is launching new commercial initiatives off the back of a ramped up editorial offering within its You Beauty stable.

The women-focused media outlet is launching a social media video segment called ‘You Beautorial’ that will see brands sponsor the segment, showcasing products via a beauty expert who trains a Mamamia You Beauty community member on screen.

It is also moving into experiential, with ‘You Beauty Spa Experiences’ to provide five community members, along with editorial team members, hands-on exposure to the sponsoring brand, with the experience to be documented and shared on Mamamia social media channels.

Mia Freedman at the launch event in Sydney

Speaking at a launch event in Sydney, Mamamia co-founder and chief creative officer, Mia Freedman, said Mamamia’s You Beauty had been part of a trend to move beauty from “the hands of a few, to the hands of many”.

The former magazine and beauty editor said that while she had once been a “gatekeeper”, that was no longer the case with consumers now providing a lot of the content on beauty.

“Most of those magazines are gone, and the few magazine titles that remain are experiencing dwindling circulation… but the world moved on, and so did we.”

“The way women wanted to consume content was changing, it was not top-down any more, with editors and beauty editors as gatekeepers. Women wanted to have not just a two-way conversation with brands, they wanted to have a three-way conversation with other women.”

While You Beauty accounts for around 10% of the company’s revenue, group director of marketing and partner solutions at Mamamia, Rob Farmer, said he expected the division to soon double to 20% of the overall business.

In April Mamamia, launched subscription product MPlus, which includes video content from the free podcasts on the You Beauty platform, and was part of the push to have more content for the audience focusing on beauty.

“Beauty is not just routine,” said Freedman. “It’s a passion.”

According to Freedman, Mamamia’s private You Beauty social media group now boasts 54,000 members, and the brand continues to focus on its Instagram and Facebook channels, although TikTok is a growing area of interest for it and its audience. The Mamamia social media team has set up a focus group to experiment with the channel for the You Beauty division to test the platform.

Last month the brand announced that the You Beauty podcast would be moving to a daily schedule, on top of that, it has now added three additional weekly editorially-led social video series. While the podcasts are editorial-led and brand agnostic, sponsorship is available on them.


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