With a rash of long-established magazines closing (RIP Interview) the debate continues about the relevance of words and images in print.
Beauty is one area that is celebrating print via specialist titles such as Perfect Bound, BeautyPapers and Glamour Beauty Book which have an audience hungry for arresting images and captivating content, that they can keep (rather than swipe).
Meanwhile, brands are investing in the printed word to communicate with their customers and media partners. The best example (and arguably the most successful) is Porter magazine which shows Net-a-Porter’s product in the context of lifestyle editorial.
The recently launched natural, ethical beauty brand Wildmsith Skin commissioned renowned beauty journalist Kathleen Baird-Murray to edit The Wildsmith Papers, a collection of essays and images to capture the essence of the brand.
Cult Beauty is celebrating its 10th birthday with a print magazine that’s posted out with orders and there’s an online version too.
Arguably the brand that’s most connected with its customer, Avon, has launched The Beauty Broadsheet (in a slightly different shade of pink to the FT) to act as an internal brand communique to its 6 million representatives worldwide, to recognise the contribution the beauty industry makes to the economy.
Meanwhile, the underground US brand Freck (they make the best faux freckle paint) has just launched Freck Zine, complete with pull-out posters, poetry and make-up trends. It will be be published quarterly and posted out with all product orders. What makes it really clever (and current in our inclusive, democratic world) is that anyone can submit content for consideration. This takes me right back to the beginning of my career in publishing when I used to send unsolicited articles to magazines, in the hope that they’d publish them (or give me a job). Turns out, it wasn’t the worst way to start.