• by Melynda Fuller , September 12, 2018

Among publishers, Conde Nast may be uniquely positioned to reinvent itself into a 21^st-century media company, thanks to its iconic brands and its efforts to comb through the large swaths of data captured on its sites to better understand its audience.

Both factors provide leverage as the company repositions itself as a destination for advertisers looking to reach customers easily and authentically. 

Monday's launch of the Conde Nast Beauty Studio was the next step in becoming a standalone entity for targeted advertising, experiential marketing and richer editorial development.

The studio, housed at 1 World Trade Center, creates a space where editors and brand partners can produce content for both editorial and advertising clients.

The company describes the new space as offering a streamlined process that accelerates content production across platforms, allowing Conde Nast brands and advertisers to reach a wider audience faster. 

“The Beauty Studio really stands at the crossroads of art and commerce, reclaiming authentically what branded content was meant to be, which is the ability to leverage our intimate knowledge of the audience and consumer by delivering content ...” stated David Lopez, vice president, branded content video, Condé Nast Entertainment.

Vogue’s beauty director Celia Ellenberg and Allure executive beauty director Jenny Bailly will lead the studio, collaborating with brands and talent from the beauty world.

The Beauty Studio offers top-tier insights and analytics, a branded-content video team and experiential strategy to provide partners with tools that offer a deep dive into how their products can reach Conde Nast’s customer base.

The Beauty Studio also allows Conde Nast to provide clients with end-to-end services, including creative ideation, strategic planning and onside production and access to rent the space for events. Conde Nast editors can also use the studio to conduct deskside appointments and brand demos.

Neotrogena and Dyson Supersonic Hair Dryer are the presenting sponsors of Beauty Studio and furnishings were provided by Urban Outfitters Home.

Earlier this summer, Conde Nast released a study that showed its consumer influence to be greater than Google or Facebook. Through the creation of the Beauty Studio, Conde Nast will be able to target those visitors known to trust brands on its sites.