B2B retail beauty title esprit Magazine Australia has changed its name to Retail Beauty to better reflect the industry that it serves and the digital touchpoints that the brand now provides.
esprit Magazine Australia is an independent retail beauty business magazine, founded almost 20 years ago by industry icon Andrea Ferrari and named 35 years ago when she launched the original esprit in the UK. The Intermedia Group purchased a majority stake in the magazine in 2018, and with Ferrari and esprit publisher Nicci Herrera, created Percolate Media.
Ferrari said “esprit was born as a glossy magazine in London in the 1980s when it was avant-garde to have a fancy name for a trade magazine. Today it needs to be straight shooting and clear to convey its message in a sparkly, bulging world of media.”
Under the new title, Retail Beauty, the brand will look to a digital diversification strategy in addition to publishing the magazine.
Intermedia CEO Simon Grover said “All of our B2B publications have a very loyal readership. We expect to strengthen those relationships for both readers and advertisers by focusing on numerous opportunities provided by new technologies, which in this case, includes a new name, look and feel.”
Magazine Editor Michelle Ruzzene said in a post-pandemic world, Retail Beauty was much more than a magazine.
“We have a revamped website, a weekly e-newsletter, video content, a podcast, data analytics, social media channels and much more,” she said.
“We remain the most trusted source of information for those in the retail beauty industry but understand our audience is consuming its content in a variety of ways. In a world full of digital and social noise, we are keeping things simple by changing our name to better reflect what we’re about – Retail Beauty.”
Each edition of Retail Beauty magazine will continue to profile local and international industry members, what’s trending, marketing moves, issues affecting the industry, analysis and insights, staff training and strategies, brand profiles, and the latest industry news, peer conversations and launches.
“I’m very excited to be heading up the team as we evolve with the industry,” Herrera said. “The retail beauty industry is no longer just ‘hair, skin and nails’. The categories are expanding. It’s hard to believe brands like Weleda have been fighting for shelf space for 100 years, whereas today, the natural, cruelty-free beauty category is a must in all areas of retail beauty.”
Nicci said she was looking forward to continuing her passion, “helping brands evolve in the retail market and focus on the next generation of leaders”.