Lipstick.com, a brand new beauty website from the editors of Glamour, launched today at 10:00 am. I hadn’t heard anything about this launch, but then again, I have been on vacation for the past few weeks and disconnected from the internet…
So why is Glamour launching a beauty site? It’s not like the internet needs another beauty site (there 816,000,000 hits when I google ‘beauty blogs’). I first read about the site on WWD.com. What caught my attention, were the two sentences regarding profitability from the site:
Additionally, there will be an e-commerce space for editors to link their favorite products to Glamour’s third-party vendor, Shop Glamour.
While there will be “clearly labeled” sponsored posts as well, Hofman noted that the staff would be made up of Glamour’s print and digital teams.
So through advertisements, sponsored posts, and driving traffic to their e-commerce site, could this be a new revenue stream for magazine’s digital space? Glamour.com receives around 7.5 million visitors a month, but what portion of that goes onto their beauty section is not clear. Even if a 1/10 of the traffic visits the beauty site and makes a $50 purchase through shop glamour.com or get a third party kickback from Sephora, Glamour.com will be sitting pretty happy. Especially when they count revenue from their ads and sponsored posts.
So is Glamour’s Lipstick.com beauty site more than just providing tips & tricks and telling people the difference between BB, CC and whatever creams? I’m sure other magazines will be looking at how well this Condé Nast spin off site works in the long run and maybe we will see some new beauty/accessories/clothing/other mini-sties pop up soon 🙂