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Bobbi Brown is adding a new role to her résumé: editor-in-chief of Yahoo Beauty, she announced Wednesday morning on her blog, Everything Bobbi.
“In recent months, Yahoo has been working to put together an all-star editorial team, including Katie Couric, David Pogue, Virginia Heffernan, and Matt Bai — all writers and journalists who I really admire,” writes the cosmetics industry giant. “Yahoo is poised to become the top source for cutting-edge news coverage, and I’m confident I’ll bring similarly strong content to Beauty and Lifestyle coverage. I’m honored to be joining such an impressive roster.”
Brown’s announcement follows Yahoo CEO Marissa Mayer‘s appointment of Couric as the media company’s global anchor last November, as well as the hires of Pogue, Heffernan and Bai from The New York Times. The hire also comes on the heels of a March 31 Recode report by Kara Swisher, in which the Silicon Valley insider reported Mayer’s eventual plans to shutter and break apart Shine, Yahoo’s massive female-focused lifestyle vertical which boasted 30 million unique visitors in January. As part of a “digital magazine” strategy that Mayer announced at CES earlier this year, each lifestyle topic — beauty and fashion included — would become its own online glossy, veering away from Shine’s current flyover-state-friendly content (How to Make a Mini Easter Basket and Why Cleaning Is So Darn Emotional, included) in favor of more luxury-minded fare.
Brown’s new gig follows hiring announcements of former Page Six editor Paula Froelich, who is set to helm Yahoo’s travel vertical, while Vulture’s Josh Wolk has been brought on to take over Yahoo Entertainment. According to Swisher, Elle creative director and reality TV personality Joe Zee is rumored to be up for Yahoo’s fashion “magazine” top spot, with Page Six reporting that “final discussions” are underway.
As for Brown, she says she’ll “work to curate smart, strong content that will teach women how to be their best selves.” Having published eight beauty books since 1997 and worked in the industry for many years, there’s no denying that Brown is an expert when it comes to the beauty biz.
Despite her new gig, the celebrity makeup artist notes that “this new role will never take me away from my first love — Bobbi Brown Cosmetics.”
Read Brown’s full announcement here.
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