British GLAMOUR has announced a new digital first strategy for the beauty obsessed. In a new direction for the brand, GLAMOUR will become the ultimate online beauty destination for UK consumers and advertisers. This mobile-first, social-first strategy recognises the way in which the GLAMOUR reader is living their life today, ensuring continued success across multiple platforms.  In parallel with this digital transformation, the print frequency of GLAMOUR will alter to biannual. The twice-yearly issues will be the ultimate beauty bible and style guide for the coming season, reflecting the continuing allure and emotional connection of print for the GLAMOUR reader in their offline time. Following extensive research, the re-oriented GLAMOUR beauty hub for today’s consumer will be even more populated, including how to’s; product reviews; videos; cross pollination with influencers and vloggers; reader reviews and peer opinion, reflecting GLAMOUR’s diverse network of content generators and audience. In a further innovative move, the editorial and commercial departments will be fully integrated, offering partners access to the whole team, with a unified and cohesive structure creating content for brands and editorial alike. The last monthly issue of GLAMOUR will be December. Further changes to the site will begin in the coming weeks, and the new-look GLAMOUR for the beauty obsessed will debut early 2018.

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