YAHOO BEAUTY HITS GO: Yahoo Beauty is ready for its close-up.

The Web giant is relaunching its beauty vertical today as part of its digital relaunch that includes Yahoo Beauty, Fashion, Entertainment, Technology, Travel and Food. Helmed by Bobbi Brown, the digital beauty magazine will “go live” with 100 to 150 “tiles,” which is Yahoo-speak for content that ranges from written to video.

This story first appeared in the June 16, 2014 issue of WWD.  Subscribe Today.

“What brought me to Yahoo and why they brought me here is to create a beauty magazine that is different,” said Brown, who serves as editor in chief of the vertical.

Differentiation will be hard, as the space is already varied and crowded. Brown’s ideas extend beyond cosmetics, however, and into the wellness sphere. While there will be “how-to” videos on makeup application, there will also be a section on “beauty food” and fitness.

“I believe the better you eat, the better you look,” she said. “The better you feel, the better you look. The goal is to be your best self.”

With the help of managing editor Britt Aboutaleb, as well as a handful of reporters and freelancers, including Joan Juliet Buck, Brown will feed the site with fresh content on a daily basis. The content will include product reviews — Brown won’t be taking part in that herself, though, given she has her own cosmetics line — as well as interviews with influential women.

About 20 to 40 percent of Yahoo Beauty’s content will include stories from partners like,, Refinery29 and TheCut.

Yahoo said since the January tandem launch of Food and Tech, the sites have been visited by 13 million. Yahoo added that social media share rates are also two to four times higher on its digital magazines than they are on any of its other verticals, such as Autos, Sports and Finance.

What Brown hopes to bring to Beauty is also strong visuals. The site, which will launch with L’Oréal USA as an advertising partner, will include photography from Henry Leutwyler and Ben Ritter. “It’s going to be a visually beautiful site,” she said. “I’m lucky because I get to do what I want to do: create content.”

Still, that may prove challenging, as media is ever-changing as technology advances.

Brown admitted that she may encounter speed bumps as she had when she started out in the makeup business, but that she will “rise above it.

“I don’t really know a lot about this industry but I’m diving in,” Brown said.

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