Beauty Writing. It’s everywhere. Make-up Manuals are hitting our bookstore shelves in waves, making it easier for us to learn the tricks of the beauty trade without having to store all our old copies of Cosmo or memorising tips we learnt at the Clinique Counter. Beauty portals are making it easier for us to network with other women whose interests in beauty mirror our own. Beauty websites and blogs mean that we can ask whatever questions we want when it comes to our regimens, our tastes and whatever suits us – meaning that we have a beauty expert on hand 24/7. What’s more, these beauty blogs also ocasionally come with beauty tutorials, so we have on-demand demonstrations that take us from desk to date, and frumpy to fabulous, in no time.
And then there’s the writers behind the beauty boom. Where the world of beauty was once a sophisticated, almost secret society that rendered magazine power-women even more inaccessible than a coveted, limited-edition perfume, it is now an access-all-areas arena for us to all absorb. Take Zoe Foster’s Air Kisses. Although it was a work of fiction, it did look into the role of the beauty editor – complete with product avalanches landing on desks quicker than copy, PR mayhem, manic launches, and as main character Hannah seems to experience, a no-need-for-training-and-practice-before-you-start-telling-us-how-to-apply-lipstick kind of life.
And to keep up with the rapidly evolving industry, magazines aren’t relying on their fun and flirty pages to keep themselves going anymore. Take ACP’s 30 Days of Fashion & Beauty, which comes with a whole host of interactive things to keep you firmly in tune with the industry, as well as its gatekeepers. We can finally have access to overseas products within moments, and find out exactly what looks our fave celebs are chanelling and how we can emulate them. We can literally be part of a new world.
With so much to keep you in the loop, beauty writers are working better and harder than ever before. Which means that critics of beauty writers might have a lot more to answer to. In addition to reviewing the latest products and dishing out noteworthy advice, beauty has also moved to an increasingly holistic approach. And with the onset of new technologies that offer a whole range of treatments for a wide array of conditions, beauty writing has taken on a scientific angle that is peppered with research into the skin, hair, and body. A lot more serious, don’t you think? And what’s more, men are getting in on the action – in fact, David Smiedt has ocasionally done a beauty write-up or two (albeit funny, sarcastic ones) for glossies such as Madison and Shop.
So for the aspiring beauty writer reading this post – don’t dismiss beauty writing as a solid career. It is rapidly growing, and evidently going places. I’ve always discussed that writing is an art form and a labour of love, and personal experience has shown me you’ll never be happy unless you are truly writing what you want to be writing. And with bigger audiences lapping up your work, and the opportunity to turn your expertise into books and personal ventures, you can never go wrong. Plus, at least there’ll always be a pretty package of goodies landing on your desk to keep you satisfied! 
In other news, new writing forms in the land of beauty aren’t restricted to editorial either. When a Model Co press release landed in my inbox earlier this week, I was mightily impressed. It was the most gorgeous press release I had ever seen, it was hard to remember that it was marketing material! So you see, even PR is getting innovative, making beauty a jackpot worth buying into – especially considering it’s cheaper than the It-Bag!
Finally, someone who caught on to the Beauty Boom Bandwagon pretty early in the game (and it’s paid out for her) is online Beauty Queen Jackie Maxted, who is the founder and CEO of Australia’s number one beauty website www.beautyheaven.com.au. We caught up with her online (is there any other way to do it when you’re discussing new ‘booms’ in beauty writing that have mainly taken place on the web?) to discuss all things reflective of this boom. Maxted’s expertise sheds light on the launch and running of her own beauty information and beauty marketing networking portals, why beauty is such a big deal to women, and why we’re seeing it in more ways than one with the onset of new technologies.
I hope you enjoy this insightful interview. And do tune in tomorrow and Friday, because we’ll be reviewing Bobbi Brown’s make-up manual (and giving two lucky readers a chance to win a copy each), checking out some new releases in beauty land courtesy of Planet Earth, Sebastian Hair and Invisible Zinc, and interviewing the lovely beauty editor-come-beauty blogger Katrina Lawrence of Beautyeditor.com.au
Do you think that the beauty industry has gone through a significant boom in the last year or two?
The beauty industry undergoes constant change – it’s an exciting place to work because there are always new products to launch, new ingredients to learn about, new trends to follow and an ever-growing number of brands from around the world with great stories to share. In the last year or two, with the growth of online media, it means that products, news and general beauty information is now globally available, so Australian women can be as ‘in the know’ as the rest of the world.
Would you attribute this to the rise in digital media (most of this boom seems to be online), and the fact that we are part of an increasingly image-dependent culture?
I think the growth and success of digital media has enabled women to enjoy the freedom to participate in the beauty world from a global perspective. What I mean by that is that Australian women are now connected to beauty trends and beauty news from around the world – which also gives them round-the-world shopping freedom. Overseas brands that were once highly-coveted and could only be snatched up on overseas trips, can now be purchased from the comfort of your own home online. This development has totally opened up the market by making everything accessible. Women are developing an expectation that if a product is available in the US or in Europe, then we in Australia are entitled to it as well!
What roles do you think beauty manuals, like the ones by Bobbi Brown and Natalie Bloom, and fictional books about beauty editing (like Zoe Foster’s Air Kisses), have in this boom?
Many women now have amazing depth of beauty knowledge – and this can most definitely be attributed to the availability of beauty information. While beauty manuals like those from Bobbi Brown and Natalie Bloom would certainly be contributing factors, the growth and diversity of expertise has arisen for two reasons – first, women want information about beauty because they see it as their right to know and second, the information is widely available through so many different sources. You can visit a cosmetics floor of any department store and consultants, brochures, samples and product trials are instantly available. Many thousands of beauty product reviews are available online (beautyheaven has 30,000 already and this is growing everyday) as well as the amount of printed material in glossy magazines, it’s no surprise that we now have a generation of beauty experts.
You publish both Beautydirectory.com.au and beautyheaven.com.au . What is the difference between the two publishing platforms?
Beautydirectory is a research tool designed and developed by beauty editors to access beauty product information online as they write their beauty stories. It was launched ten years ago and now has more than 600 brands and 20,000 products in its database. Beauty companies join the website to have their brand and product information made available to this powerful group of influencers. Beautydirectory now has a team of nine people working with the beauty brands and writing daily updates as well as reporting on all the beauty social events that take place each day. This enables its members to stay in the loop and keep in touch with what’s happening in the beauty world.
Beautyheaven is a consumer version of beautydirectory – an online beauty community of more than 100,000 women each month who come to the site to share, learn and do their pre-shopping beauty research. With daily beauty updates and an ever-growing bunch of beauty-fanatics it’s the online beauty hub where chatting about beauty is the main focus, but chatting about anything and everything is also the norm. beautyheaven is like an online magazine, but very different in that we don’t tell women how to do beauty, we share our beauty experiences and they do too!
What made you establish them, and did you encounter any criticisms from the outset?
When we started beautydirectory the industry welcomed the idea and thought it was an amazing innovation. Since then we have been asked many times where the concept came from – but it actually was original! We were lucky enough to have a good idea at the time when digital was just starting to happen. At the outset, in 1999, email and internet access was only just starting to be widely available so we were asking for a fairly significant behaviour change if the idea was to work. Ultimately it did work because the technology matched expectations of those using the site – we got there early enough and established ourselves as trusted experts in the online environment.
Beautyheaven was simply a natural progression – we took all the learning’s from our early digital participation with beautydirectory and used it to create a ‘next generation’ site – using web 2.0 technologies – to deliver a mix of high-quality information, a huge product database and combined that with social networking features including the forum, real women’s product reviews and the ability to share and chat about our content. Beautyheaven is as much the product of our business and the people who work here as it is of the members who spend time with us.
What do you think it is about your work that makes you one of the country’s 50 most influential women in the digital media industry?
Probably that we started early, made our mistakes and learned the hard way – but always looked for innovation and quality in the online environment.
Beauty has so obviously moved from just make-up counters in department stores and pages in magazines.
In your opinion, what are some of the directions that the beauty industry will go in, now that there are wider publishing platforms and opportunities? What do you think is of utmost value to audiences in this day and age?
The industry will probably have to accept that if you want to keep in touch with women and talk to them about beauty, they can no longer afford to remain only in the realm of print publishing and television.
Many beauty companies are already embracing this and are delving into lots of exciting activities in new media – we have recently run some great campaigns for beauty clients like Nivea, Palmolive, and Neutrogena – but brands like Clinique and L’Oreal have been venturing into online for a few years now.
What beauty companies are challenged with is how to deal with the unknown potential for online shopping. But online is not all about shopping! What the digital age has created is the amazing opportunity for companies to understand their consumers better than ever before. And what is of value to audiences is the chance to share experience and information with other consumers and with the industry too.
Why do you think beauty is important to women?
Most women want to be the best they can be – and beauty is one of the ways that we judge ourselves. The beauty industry offers women the opportunity to enhance natural features using clever and innovative tools and techniques. It’s actually quite sophisticated and it constantly amazes me that women of all ages have all these incredible skills in make-up, hair or body products to create the best look for themselves. What I love about this is that they also share that knowledge and expertise with their friends too. It’s also important to remember that while looking beautiful can be important to women, it is also a way of having fun as well!
Do you think beauty writing is a credible form of journalism? Why?
Absolutely! There are many aspects of beauty and hundreds of different product types – but the differences between these and the benefits of using them requires in-depth knowledge of some very technical ingredients and an understanding of what makes them work. This is especially true of age-management skincare products – which is probably one of the most fast-growing parts of the industry. Even once you have grasped the technical side, the journalistic challenge is to explain this in a friendly and interesting way to the audience.
You also have loads of experience (and success) in public relations – why did you decide to branch out into web-publishing?
I have a short attention span! While I loved my PR career and had great clients too, I love a new project. Actually, it’s ten years since we started now and must be time for pastures new……