Pacific, Australia’s biggest digital network for women*, has launched The Beauty Network and BeautyWorks content studio.
The Beauty Network brings together Australia’s favourite beauty brands – marie claire, InStyle and BEAUTY/crew – allowing clients to seamlessly target audiences across all brand platforms.
These three power brands have a deep cultural understanding of the way women search, consume and share beauty content across multiple channels and have a combined digital, social and print reach of more than 3 million as well as the highest average page duration in the competitive set**.
Together they offer beauty brands a way to navigate a rapidly changing consumer and retail landscape through a depth of audience intelligence from Pacific’s consumer data platform Seventh Sense, coupled with editorial expertise to inform content, marketing and media solutions.
“Our client partnerships’ teams is actively leveraging insights developed through Pacific’s re-imagined capabilities to connect brands with the right audiences and drive meaningful growth. The Beauty Network is a natural extension of this. It has been purpose-built to help clients understand and respond to the shifting needs and interests of beauty consumers,” said Nicole Bence, Pacific’s Commercial Director.
The BeautyWorks content studio offers an end-to-end content creation process supported by consumer insights and data, well-known talent, category expertise, beauty writers, stylists, videographers and art directors. The studio has the capability to produce TVCs, photography, campaign imagery, interactive and shoppable video as well as tailor-made social content for beauty brands which can then be amplified across the brand’s owned channel as well as The Beauty Network.
Gereurd Roberts, CEO of Pacific, said: “Through the power of our brands, Pacific has always been a leader in the beauty category. This position is strengthened by the launch of The Beauty Network and BeautyWorks studio which give our partners everything they need to develop customised content, connecting with women of all generations as they move through the path to purchase.”
Pacific’s expertise in experiential will also be on offer to clients of The Beauty Network with the option of product immersion sessions, pop-up activations, in-store events and beauty workshops as well as involvement with Pacific’s iconic events such as Prix de marie claire and InStyle Women of Style.
The launch is supported by Generation Beauty, a comprehensive annual beauty study conducted by Pacific’s Cultural Insights team who surveyed more than 1,000 Australian women with a lens on the beauty mindset of generations Z, Y, X and Baby Boomers.
The study uncovered a deep understanding of purchase behaviours, brand repertoire, shifting preference for product categories by generation, and sources of information and inspiration.
Alex Noonan, Digital Content Director – Fashion and Beauty for Pacific, said: “Generation Beauty further highlights that brands need to deliver quality beauty content that engages and provides her with a curated edit from trusted sources. The Beauty Network and BeautyWorks are uniquely positioned to help bring this to life.”
*Source: Nielsen Digital Panel, Oct 2018
**Source: Nielsen Market Research, Oct 18; emma CMV Sep’18; Nielsen DCR Oct’18; Nielsen Market Intelligence Sep’18
Competitive set includes Vogue, Elle, Harper’s BAZAAR and Beauty Heaven