On Monday, Cosmetic Executive Women launched CEW Beauty Insider, a site designed to provide its members with daily updates and insights into the beauty business arena.
Overseeing the digital content is Andrea Nagel, Beauty Insider’s executive editor and former WWD mass market beauty editor, who is focused on providing an “enhanced membership benefit” to all of CEW’s approximately 4,500 members.
“The mission of the site is the same as the entire organization’s: to develop the leadership potential of members,” said Carlotta Jacobson, CEW president, who added that three rounds of internal research were conducted before the site launch to ensure the content would be tailored to members’ needs. “Research revealed that people want an easy, digestible format with new features every day.”
To that end, all stories on the site will be 500 words or less and video clips are a minute and a half or under.
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The site, which can be accessed via a “Beauty Insider” tab within cew.org, can be used only by CEW members. Membership is $175 per year.
“The input of our members is key to the content we will provide,” said Nagel, who added that the initiative marks the first time CEW is offering a site devoted entirely to news and beauty-insider content.
There are three main aspects to the site: a daily factoid and daily beauty feature; a mix of beauty-business and career-development news, as well as a roundup of the most important business news on the Web.
“While we expect people to come to Beauty Insider for its daily updates, there will also be an e-news blast every Friday, sending out the week’s news to CEW’s database of 20,000 [people],” said Nagel.
The site will also include edited versions of CEW’s live events and video highlights showcasing crucial developments. Executive profiles, chief executive officer Q&A’s, insights into beauty trends, changes in consumer habits and marketing-related pieces will also be covered.
“Our members want to learn from industry leaders,” said Jacobson, who stressed that the site provides “quick takeaway information” in a “user-friendly” form.
“Information is curated so members can grab the most relevant pieces immediately,” said Stacy Silk Rome, CEW’s marketing consultant, who added that she hopes the site will increase the number of visits to cew.org by 10 percent.