This year, NewBeauty celebrates its 15th anniversary. With that, the brand is relaunching its print magazine and revamping its website, NewBeauty.com.
NewBeauty is also celebrating the 10-year anniversary of its annual NewBeauty Awards; this year, it will introduce a new seal and timely categories like CBD, Clean and Cult-Classic.
“As we approached our 15-year anniversary, we started to analyze what the brand was built on. We talked to our readers, our partners and those in the beauty industry and realized we had to go back to our roots a bit,” NewBeauty’s Chief Brand Officer Steffanie Attenberg told Publishers Daily.
The revived magazine comes as NewBeauty reports double-digit growth year-over-year.
The spring 2020 issue of the magazine is slated to be the brand’s biggest — at 300+ pages — and counts brands like Moroccanoil, Klorane, dr. brandt, Dr. Dennis Gross Skincare, Eminence Organics and Grande Cosmetics among its advertisers.
“We are proud to have advertising partners that you may not see in traditional women titles, brands
that have been absent from print for years or brands you don’t see everywhere else, as well as many emerging brands, which sit alongside many of our core partners like Eminence Organics and
Grande Cosmetics,” said Chief Revenue Officer, Mike Glaicar.
“NewBeauty has always been supportive of independent and emerging beauty brands and this issue reflects that spirit,” he added.
Though it may seem like a risky time to support a print magazine, Attenberg believes NewBeauty’s singular vision makes its brand relevant at a time when consumers are confronted with homogenized content.
“By staying focused and producing content that is true to our core: educational, informative, relevant and exclusive, we upped our unique approach,” said Attenberg. “We strongly believe that magazines with a strong point of view, distinctive design, a digestible format and — most importantly — quality content will be the ones that will not only survive, but flourish.”
The print magazine's format allows for easy navigation of topics, breaking down stories into chapters, while remaining in-depth. It also boasts improved paper quality and a nontraditional fold-out cover concept featuring actress Jordana Brewster, with and without makeup, to celebrate good skincare.
The print magazine is available to subscribers and on newsstands for $12.95, but will also be distributed across a network of patients culled from trusted surgeons, dermatologists and cosmetic dentists.