Glamour creates digital beauty site Lipstick.com
As Condé Nast’s first digital spin-off, Lipstick.com is set to launch today as a brand extension of Glamour. In terms of content, the site will be similar to the magazine’s current beauty edit, however there will be more quantity.
Lipstick will also feature stories from contributors such as Coco Rocha and Chanel Iman, plus Bee Shapiro, beauty writer for The New York Times.
“The newest thing is that we have a whole array of native [advertising] placements,” said Mike Hofman Glamour’s executive digital director. “We have those on glamour.com as well, but we have them more elegantly integrated on Lipstick.”
Additionally, there will be an e-commerce space for beauty editors to link their favorite products to the brand’s third-party vendor, 'Shop Glamour'.
It seems that Condé Nast has actually owned the domain name since 1999. “They’ve been sitting on this name,” offered Glamour beauty director Ying Chu. “When we found out we could potentially grab Lipstick.com, we were all like ‘Yes!’”
Name aside, when asked if Glamour’s new site could pose a threat to sister publication Allure, among others, Chu answered, “I think that anyone who does beauty content is a friendly competitor,” before adding, “It’s a friendly sister site.”