What you can expect from ELLE

After many months of buzz and hard work, Monday sees ELLE Australia finally hitting news stands. To get some sneak insight into what we can expect from the magazine, bd managed to grab ELLE beauty and lifestyle associate Amy Starr for an exclusive interview on this exciting new addition to the Australian publishing industry.

What can we expect from the beauty pages in ELLE?

Firstly, you can expect a lot of them. The first issue of ELLE Australia clocks in at over 400 pages, so the number of them that include beauty is pretty massive. On the pages themselves, you’ll find a mix of beautiful images, inspired product shots, buzz-worthy trends and cutting-edge technology, plus smart, spirited copy. Like the rest of the magazine, the beauty pages have a personality.  

How do the magazine’s beauty pages differ from other mags on the market?

While ELLE is the biggest global fashion magazine brand (we’re the 44th edition around the world), this local version is distinctly Australian – and that goes for the beauty pages too. That will probably be most noticeable in the magazine’s voice and sense of humour. It’s also the sheer volume of beauty content that’s different to what’s currently on offer.   

What does the magazine bring to the Australian marketplace?

ELLE Australia is definitely a very modern title. It’s a 360 degree media brand, which I don’t think we’ve had before in this country. All editorial staff are responsible for all arms of the brand. So the beauty department on the print title are the same people uploading stories to elle.com.au every day. I think that’s a really exciting offering in this market. It gives the reader a consistent experience across all platforms of the brand, and while that idea doesn’t exactly seem revolutionary, it’s just not what happens locally as a general rule.

What’s the mood in the office with the new launch?

We’re thrilled to have something out there. It’s tough to work for months and months and not have something physical to show for it. So this feels like the moment when all of that work becomes worth it. And there’s definitely a sense of pride – this thing is massive. It weighs a kilo!