The founding editor of Allure, who was let go last year, along with many on her team, amid turmoil at Condé Nast, was brought in by rival Hearst to create a beauty supplement for the company’s four fashion-centric glossies. The first report, which will be unveiled on Wednesday in select September subscriber issues, includes the work of Wells’ former Allure colleagues Paul Cavaco and Carter Smith.
Called “The Linda Wells Report,” the supplement will be mailed out to one million subscribers whom Hearst has identified as having a “heavy interest in beauty” and high income, Clinton explained.
“The idea that Michael and I discussed [for the report] was really focused on luxury,” Wells told WWD. The name of the first report, “Pots of Gold,” reflects “what constitutes luxury in beauty now,” she said, adding that she examines creams, colors and fragrances and gives readers insight into her favorite high-end products.
Wells tapped her friend Cavaco to develop the fashion story that accompanies her essay because he “understands the expression of luxury,” she said, also confessing, “He’s my work husband, he’s my family.”
The portfolio, which depicts models wearing rich gold and red makeup, was shot by Smith in Oheka Castle in Long Island, N.Y. The team worked with models who complemented the “lusciousness” of the red and gold colors, which Wells cited as trends.
For her piece, the editor pointed to creams and packaging with a gold theme, such as a trio of Dior golden serums and masks that retail for $1,500, as well as limited-edition luxe fragrances. Henry Leutwyler photographed stills of the beauty products recommended in the story.
Estée Lauder Cos. Inc. purchased the advertising for the report, which includes ads from the beauty company’s brands Estée Lauder, Clinique and La Mer. Wells said her product picks were independent of the advertiser. Her only concern was to make sure the report felt endemic to the pages of Elle, Bazaar, Marie Claire and Town & Country. In order to accomplish that, she worked with the editors. Although Wells also writes about beauty for New York Magazine’s The Cut, she said this experience reminded her a bit of her days at Allure.
“It was so much fun. I wrote the captions and headlines and decks,” Wells said with a laugh.
The editor’s report will begin running at a higher clip in 2017 with two reports set to appear in the March and May issues.