Conde Nast has launched an initiative that will spruce up one of its newest offerings. The media company has launched Allure Insiders, a network of beauty experts who will provide content for Allure Magazine’s online video channel.
The Allure Insiders are a diverse group of fashion, beauty, and style influencers. The network’s first four videos include one from a celebrity stylist, one from a fashion blogger, and one from a professional nail artist.
The magazine has also pulled talent from the YouTube beauty community. Tati Westbrook, who scores millions of views a month on her GlamLifeGuru channel, will contribute to Allure Insiders, as will K.L. Cao. Cao, whose SecretLifeOfABioNerd channel has more than 500,000 subscribers, has already released a haul video set in Hong Kong as her first entry for Allure:
“Video is an important frontier for beauty,” said Allure Editor-in-Chief Linda Wells in a press release. “The Insiders program allows us to enrich the video landscape with powerful voices in beauty and to create content that’s both engaging and useful. The Allure Insiders badge will help consumers find trusted experts in a crowded space.”
Allure has maintained an occasional online video presence for several years, but the magazine recently spruced up its operation by launching a couple new web series. Both those series and the Allure Insiders program are part of Conde Nast’s plan to turn its proprietary magazines into a network of high-quality online video channels. The company has already built successful beauty hubs out of publications like Glamour and Teen Vogue. Through its new network, Allure figures to join that group.