Young women’s fashion and beauty brand LOOK has revealed a new strategy that will grow the title’s influence with a refreshed approach to content curation, digital distribution and live events, opening up new opportunities for commercial partners. Streamlining the brand proposition and reflecting the key interests of the LOOK audience, four content pillars – LOOK Fashion, LOOK Fit, LOOK Life and LOOK Beauty – will run across LOOK.CO.UK, the print product, social and experiential. Content will be curated by the LOOK editorial team and a network of over 100 ‘LOOK Influencers’ comprised of bloggers and vloggers across the fashion, beauty, life and fit content channels. The LOOK audience will also be offered opportunities to become an influencer via user generated content. LOOK Life will help millennials navigate work and life, sharing inspirational stories, life-hacks and career advice. LOOK Fit will keep the audience up-to-speed on the latest in fitness fashion, women’s health and workout routines, while the fashion and beauty channels will keep them on trend, sharing tips, tricks and inspiration.Growing LOOK’s footprint and supercharging the digital distribution of content, the brand will work with partners, such as Time Inc. owned HelloGiggles, and tools such as Facebook Instant articles, Snapchat and Instagram, to increase availability of content wherever the audience is. LOOK will also increase its video output, with plans to deliver daily Facebook Live videos and more video franchises. The website and magazine have both had a redesign, giving the brand a more premium look. Content will include photoshoots that carry a high-end feel while featuring items that are accessible to the audience. To celebrate the redesign, LOOK will be distributed for free at five shopping centres around the UK at the Student Lock-In’s events during university Freshers’ weeks. The refreshed LOOK is available from newsstands today with a special promotional cover price of £1.

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