After the sale of Byrdie, a beauty publication owned by Clique Brands in January, her sister fashion site Who What Wear is stepping in with its first beauty event.
Who What Wear and Clique Brands are leveraging a hybrid content commerce model to publish editorial articles with affiliate links to generate revenue, and the former has grown into its own as well. clothing line with Target. The new beauty event, called The Lineup, will be held in Los Angeles from December 12-15. The editors of Who What Wear were tasked with deciding which brands would be included in the event, which is free and open to the public. Versed, the skincare brand incubated by Clique Brands will also be included. Attendees can purchase products through a Pinterest page during or after the event. According to the Who What Wear media kit, the median household income of its readers is $ 145,000 per year. Byrdie had previously hosted her own beauty events, but Clique Brands now expects Who What Wear to be able to fill the void.
Although the Who What Wear branding aims to make fashion accessible to all women, many of the 70 beauty brands featured fall into the luxury category, such as Chanel, Dior and Vintner’s Daughter. For brands, this is an unpaid opportunity, with the exception of Dyson. Dyson offers activations such as a hairdressing station and photo moments. It will also feature personalized content on the Who What Wear website with local micro-influencers posting about the brand on social media. Dyson did not respond to comments and Who What Wear declined to indicate the cost of sponsorship.
“Fashion has always been our priority, and will continue to be, but we know our audiences want beauty content too. We see that plays into the larger holistic view of style, ”said Shayna Kossove, Clique Brands Please Media Revenue. “In 2020, we will continue to focus on beauty. This event will show our consumers and brands that we are serious about it.
Although brands did not have to pay to participate, brands like MAC, Tarte and Laura Mercier contribute between 1,000 and 2,000 product samples. There will also be brow masterclasses with Anastasia Beverly Hills, and a founders panel with Linda Wells from Flesh and Suzi Weiss-Fischmann from OPI.
Founded in 2006, Who What Wear hosted a NYFW event in 2017 and a few pop-ups, but didn’t fully explore offline activations. It enters the beauty events space when it has reached its peak of saturation with events like Sephoria, BeautyCon, and Ipsy IRL, among others. Nicky Balestrieri, co-founder of The Gathery, a creative agency that created both Popsugar Playground and 29 Rooms, said these types of events help digital media companies create “experiential intellectual property.” But it’s not easy, and not all Who What Wear products have appeared to be a success. In 2017, the publication launched a purchasable mobile app which seems to have since closed.
“Experiential is a very expensive and laborious product, which is why you want to create a construct or a theme that you can reuse,” he said. “For digital brands, you can build and maintain an online audience, but to personalize the brand, they have to [do these types of events]. “
Who What Wear seems to be relying on the beauty discovery buzz to excite readers for the event, but also on its editorial curation and its editors for its point of view and its differentiation. These editors will be present at the event to welcome participants. Hillary Kerry, co-founder of Clique Brands, said the event is intended to give attendees the same level of access as its beauty editors.
“People who come to the event will understand their beauty style as well as their skin care needs,” she said. “It’s not just about any random skincare brand [in the market] now.”
According to Kossove, Who What Wear surveyed its audience in early 2019 and found that 83% are “very interested” in beauty content. Currently, beauty makes up 15% of all Who What Wear stories, but is expected to reach nearly 25% in 2020. To draw attention to the event, Who What Wear has started to promote it on its social pages like Instagram and Facebook on November 27, an article on the site will be published on Monday December 9. Event attendees will also be encouraged to use the hashtag #thelineupwithwhowhatwear. Kerr added that Clique Brands has plans to expand the event to other locations, such as New York City, but specific dates have not yet been determined.
“The goal is not to sell products, but to engage with our audience,” Kerr said. “We believe The Lineup is a natural extension of the brand and [about] offering a personalized beauty trip.