Next up on Conde Nast's digital rebranding efforts: the launch of Glamour magazine's new beauty site Lipstick.com, marking it as the media company's first digital spinoff.
Conde Nast announced the news Tuesday and said Lipstick.com will feature "immersive storytelling" and "actionable tips" from the fashion and beauty industry's best stylists, makeup artists and dermatologists, as well as on-trend ideas from contributors, celebrities and brands. According to an official release, the website was made specifically for mobile -- then desktop -- since "half of Glamour.com's 7.5 million readers are reading from their phones."
According to analytics measurer Comscore, Glamour.com received 2.53 million unique worldwide desktop visitors in February 2014.
"As Glamour’s first digital spinoff, Lipstick.com marks a major milestone for our brand,” said Cindi Leive, Glamour’s editor-in-chief. "It offers us the opportunity to provide our digitally savvy readers with deeper, more specialized beauty content – which our existing site tells us they’re hungry for more of. We believe Lipstick.com will offer readers Glamour’s beauty authority in a true, digital-native environment."
The mobile-friendly website features an "Ideas Button," which provides instant access to on-the-go advice, as well as a "Tap to Buy" option so readers can easily shop the products from the online stories, including a rotating curated selection from the Glamour beauty team. In addition, Lipstick.com has also debuted its new original video series called "Beauty Truth or Dare," which currently features models Coco Rocha and Chanel Iman putting a beauty-spin on the classic game.
Lipstick.com currently features a post about how to look like Beyonce (thanks to Bey's makeup artist Sir John!) and a gallery with the greatest moments in lipstick history (Marilyn Monroe's iconic red lips and Brigitte Bardot's classic beige pout, included).