Beauty box launches digital magazine to tap wider networks

Australian beauty box brand Lust Have It has launched a monthly digital magazine to showcase its products to subscribers and to its wider network.

Lust Have It was the first beauty box brand to launch in Australia, with the first box arriving in August 2011. Boxes of sample beauty products are delivered monthly to subscribers.

Chief executive Greta Stojanovic says subscribers have been asking for more information and engagement since Lust Have It was launched.

“We were listening to the feedback of our subscriber base and we wanted to give them a more interactive experience beyond the box themselves. We wanted to offer them an opportunity to learn about the products and brands behind them,” she says.

While Stojanovic declined to share the exact number of subscribers, citing concerns around the very competitive beauty box market, she said there were between 5000 and 10,000 subscribers.

The magazine is designed to tap into a wider extended audience of 200,000 people across social media and the blogosphere.

The magazine will be a monthly edition of about 50 pages. Supported by printed and video advertisements, Stojanovic says the editorial will be directly aligned to the products in the box.

“We discuss what the products are in the beauty box, and we do some editorial on the brands featured each month,” she says, adding the digital-only format allows them to offer extra features such as embedded videos in how-to features.

Lust Have It is planning to use the magazine to launch new boxes.

“We actually used this first magazine to launch our new wedding box, which is for the whole bridal party to try lots of lovely products in the lead-up to the event and on the day,” Stojanovich says. “We’ll be using it to launch our new Eco Box soon.”

The magazine is being edited by Yasmin Border, who has been the digital manager at Lust Have It for over a year.