DSN has made bold changes to its very popular Inside Beauty brand, unveiling a redesigned landing page, refreshed logo and the launch of a video series capturing exclusive store tours of leading retailers in the mass beauty space.
“We felt that the beauty category is poised for a rebound, and retailers confirmed our belief,” said John Kenlon, vice president and publisher of the DSN brand at EnsembleIQ. “We wanted to put the industry on notice that Inside Beauty is the leading B2B platform among mass retailers. To strengthen our position, we beefed up our coverage in the print magazine, unveiled a cooler beauty landing page on the DSN website, refreshed the logo and, most importantly, launched an exciting new video series where our editors visit retailers to get exclusive store tours.”
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Launched in 2018, Inside Beauty has become a favorite with DSN readers. The weekly newsletter, which is blasted out to 67,000 subscribers every Thursday, has a 68% average open rate and a monthly reach of more than 180,000 readers. It features the latest product launches, beauty news, collabs and interviews with the heavy hitters in the beauty space.
The reimagined Inside Beauty builds on its success in a big way. A new logo gives the brand a fresher look, while the website has a more attractive appearance, more content options and is organized by topic areas that are easy to navigate.
One of the biggest developments is the brand’s new video series. Via Zoom, Inside Beauty editors have interviewed Ulta Beauty’s Renée D. Reid, Nyakio Grieco, co-founder of Thirteen Lune and YouTube star and founder of Hairitage Mindy McKnight.
[Video: Inside Beauty: Thirteen Lune puts Black-, Brown-owned brands front and center]
But as more retailers up their game with new formats, store-within-a-store concepts and new layouts, our editors are hitting the road to get exclusive tours and interviews with key beauty executives.
“There is nothing like this in the B2B industry,” Kenlon said. “Zoom interviews are great for connecting with retailers about the latest trends in the industry, but nothing beats an editor showing at a store with a camera crew to walk the aisle with an executive.”
Upcoming videos will feature an exclusive tour of CVS Health’s Skin Care Center in Manhattan and Ulta Beauty’s Wheaton, Ill., store redesign.
[Video: Inside Beauty: Hairitage’s Mindy McKnight takes hair care by storm]
Retailers who are interested in being considered for a video shoot, may email the editors of DSN here.