Clozette Group rebrands beauty and lifestyle platform

Clozette Group has rebranded its online platform Clozette with a fresh new look under the name TheBeauLife (thebeaulife.co). According to the group, the website revamp forms part of a company-wide initiative to expand its digital marketing services and to evolve and grow with its readership and target audiences.

Roger Yuen, CEO of Clozette Group said, “In 2010, Clozette Group was brought to life as a pioneer in native advertising, creating a new category of storytelling that marries the best of editorial authority with the authenticity and scale of curated user-generated content.  As we cross our first decade, the company has evolved into a full-service digital marketing company anchored on content that performs.”

He added that the group’s in-house production capabilities and an array of digital assets, along with its network of more than 10,000 creators and influencers with over 2.5 billion combined followers, are designed to help brands create, deliver, and optimise campaigns across multiple channels, engaging consumers at every stage of their journey to deliver results.

The change came as the pandemic significantly changed the way consumers prioritise their lifestyle choices, with an increase in wellness and fitness related purchases over the past two years.

Moreover, the media industry has converged as a result of the blurring of traditional boundaries, generating a sharp rise in digital media consumption that’s further accelerated by the pandemic. Embracing such trends, Clozette Group is adapting and evolving its corporate structure and refreshing key media assets such as TheBeauLife to better serve the needs of today’s consumers.

According to a report by global consultancy CB Insights, there has been a greater emphasis placed on health and wellness, and “beauty brands have had to evolve from a one-dimensional category to something more holistic and inclusive.”

With the rebrand, TheBeauLife aims to be “a community of life-loving individuals whose mission is to inspire, uplift, and set readers up for a beautiful life on their own terms”.

“As consumers seek alternative ways to decompress in this transformed world, we are excited about our new areas of focus to address the shifts in consumer preferences and trends,” said Becks Ko, editor of TheBeauLife and head of content for Clozette Group. “In addition to beauty, we are expanding our content expertise to other topics close to the hearts of our readers, from mental health empowerment to sustainability. Our core values and content pillars remain intact but refined – to speak of the current, to the current.”

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