Mamamia looks to tap additional beauty spend via tutorials and experiences

June 10, 2021 9:36

Mamamia is launching new commercial initiatives off the back of a ramped up editorial offering within its You Beauty stable.

The women-focused media outlet is launching a social media video segment called ‘You Beautorial’ that will see brands sponsor the segment, showcasing products via a beauty expert who trains a Mamamia You Beauty community member on screen.

It is also moving into experiential, with ‘You Beauty Spa Experiences’ to provide five community members, along with editorial team members, hands-on exposure to the sponsoring brand, with the experience to be documented and shared on Mamamia social media channels.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.