Glamour magazine: The reason behind its move into beauty

Published: 13-Oct-2017

After 17 years, the magazine is adopting a digital-first strategy for the beauty obsessed – and here’s why

You need to be a subscriber to read this article.
Click here to find out more.

A post shared by British GLAMOUR (@glamouruk) on


Glamour magazine’s announcement to cancel its monthly print magazines and go bi-annual was met with mixed reactions last week.

The decision of long-serving Editor Jo Elvin to stand down from her position after 17 years – alongside many other staff members – only compounded the drastic changes the magazine is going through.

Glamour said it will focus on catering for the ‘beauty obsessed’ going forwards, re-inventing itself as the ultimate beauty bible.

So what motivated Glamour's decision?

Glamour’s beauty audience

Beauty content is the leading traffic generator on the Glamour website, the magazine revealed.

In content research, its audience said glamourmagazine.co.uk is their ‘go-to’ destination for beauty inspiration and advice.

A hefty 89% of Glamour’s readers said they

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.

You may also like