Seven West Media’s Beauty crew claims number one online beauty destination
Beauty crew has announced its position as Australia’s number one online beauty destination shortly after celebrating its one year birthday, according to the Nielson Market Intelligence Report.
The announcement:
Thursday 2 February, 2017:
BEAUTYcrew today celebrates its first birthday and, in just 12 months, the team are toasting their position as Australia’s number one online beauty destination.
Powered by Seven West Media, BEAUTYcrew launched one year ago as the first single e-commerce platform where women who love beauty can learn, try, review and buy. Its introduction marked the first time Pacific’s brands united in the one destination, providing remarkable expertise and a powerful cross-platform reach for consumers and clients alike.
Now one year on, the brand has seen phenomenal success with more than 15,000 average daily unique browsers*, almost 50 per cent more than its nearest competitor. In addition, its Australian Facebook fans have grown to 110,000 whilst the brand’s Review Crew® database has pooled together 2,000+ beauty-obsessed women who love to trial products and complete reviews. The site is now home to more than 7,500 independent reviews in under 10 months.
“BEAUTYcrew continuously delivers advanced commercial outcomes for our partners,” says Jackie Frank, General Manager, Fashion, Beauty & Health, Pacific Magazines.
“We have recently further optimised our advertising placements, ensuring higher visibility with increased ad impressions to deliver an above-industry average viewability of over 70%.
“And in another first, BEAUTYcrew recently partnered with Chanel to release their first shoppable video. The video alone generated overwhelming reach and impressive engagement – and it is just the first of many more to come,” Frank adds.
As the ultimate beauty destination, BEAUTYcrew has also welcomed The Parcel, delivering premium beauty sample boxes to over 80,000 Australian women in 2016. Together, the Review Crew® and The Parcel now offer unparalleled sampling opportunities to Pacific’s partners across all spectrums of the scale.
Alex Noonan, Content Director, BEAUTYcrew, says: “It’s been an incredibly successful 12 months – and we have a lot to celebrate. Our always on approach, ensures we’re seeding out contextually relevant content at all hours and across all platforms. Delivering innovative and engaging content is what we do best and as we continue to invest in the consumer experience with leading beauty journalism, beautiful photography and engaging videos, we will only further cement our position as number one in the online beauty sphere.
“Thanks to our incredible partnerships over the last year, we’re creating a meaningful connection between a brand and our audience. Just last month, we partnered with Estée Lauder on a Facebook Live that had over 76,000 views in a matter of hours. It’s a powerful way to deliver key messaging to a very engaged audience, whilst stimulating a two-way conversation with our beauty-loving consumer,” Noonan adds.
BEAUTYcrew has been supported by commercial partners including L’Oréal Australia, Estée Lauder Companies, Chanel, NIVEA, Coty, Parfums Christian Dior, Natural Instinct, Westfield and Scholl.
To celebrate the BEAUTYcrew first birthday and thank the loyal following of their audience, the brand are launching their largest consumer giveaway ever, offering more than $36,000 worth of beauty products from 28 different beauty brands. Full details are available at www.beautycrew.com.au
Source: Beauty crew media release
topics
Beauty crew
Let’s try and work out the average minute audience – a standard for electronic media worldwide.
15,000 ADUBs. That means the (average) maximum daily audience will be 15,000 but almost certainly be south of that. But let’s be generous and use 15,000 people on the average day.
There are 1,440 minutes in the day.
Let’s be generous and say the average user of the site spends 10 minutes a day on it. That’s 150,000 minutes in total. Over the 1,440 minutes in a day the typical minute when your ad is served will have potentially (if the 10 minutes a day guess is right) 100 people there that get served your ad. Let’s hope it’s viewed!
And to think this is the big kahuna being 50% more than the next best … likely to be around 65 people.
User ID not verified.
Number one? Pfft. Not even close. While not 100% accurate, I just plugged some numbers into Similarweb.com:
Based purely on traffic volumes for the last three months. here are five random AU online beauty destinations (including this mob)
1. Chemist Warehouse 9.4 million visits
2. Mecca.com.au 3.0 million visits
3. Adore Beauty 801,500 visits
4. Ry.com.au 365,400 visits
5. Beauty Crew 194,100 visits
Not counting social followings, reviews, etc
User ID not verified.