Are Media announces new digital play for ELLE

Are Media hosted its first virtual showcase on November 5, outlining plans to reset, reshape and reinvigorate Australia’s leading premium content and experiences company in 2021.

One of the biggest takeaways from the presentation was the announcement of's digital revival.

"I'm really excited to announce, here first, that ELLE will continue in the Are Media portfolio," said Are Media executive general manager - digital operations and publishing, Sarah-Belle Murphy.

"This brand will embark on a new journey, a powerful, pure digital play, that will be a highly curated shopping destination."

ELLE is returning to the portfolio after striking an agreement with owner, the Lagardère Group.

Murphy also announced the exciting relaunch of beautyheaven.

"Beauty is going to be big. Our flag ship site, beautyheaven, will see a complete relaunch," she said.

"Offering our users the latest innovation in beauty tech and the ability to customise an experience that speaks to their exact needs, teamed with awards that will keep them coming back for more."

"From there, we will be taking this model to new brands and new categories - from health and wellbeing to cosmeceuticals," Murphy concluded.

Additionally, the number one brand for Gen Z girls for more than 30 years, Girlfriend will be refreshed in 2021 with a bright, optimistic new look that connects Are Media and its partners to the next generation of powerful women.

Reaching 6 in 10 women every month, the recently launched Are Media has unveiled a new ‘Be captivated’ brand positioning recognising how audiences soak up its attention-holding content and experiences across beauty, fashion, homes, food, entertainment and lifestyle.