Glamour UK has today (6 October) announced its plans to switch to a new beauty-focused bi-annual print title.

In a new direction for the brand, Glamour will become the ultimate online beauty destination for UK consumers and advertisers. This mobile-first, social-first strategy recognises the way in which the Glamour reader is living their life today, ensuring continued success across multiple platforms. In parallel with this digital transformation, the print frequency of Glamour will alter to bi-annual.

Following extensive research, the re-oriented Glamour beauty hub will include how to’s; product reviews; videos; cross-pollination with influencers and vloggers; reader reviews and peer opinion, reflecting Glamour’s diverse network of content generators and audience. The breadth of content won’t focus exclusively on products and enhancement; beauty will be recognised as a state of mind, a confidence, an attitude, and with a diversity that reflects the Glamour DNA. In addition, celebrity and fashion editorial will still play a role, viewed through the lens of a beauty-lover. There will also be a focus on the recently launched Glamour Beauty Club and annual Glamour Beauty Festival.

In a further innovative move, the editorial and commercial departments will be fully integrated, offering partners access to the whole team, with a unified and cohesive structure creating content for brands and editorial alike.

“Today’s Glamour consumer moves to a different rhythm than the one who bought the magazine when it launched in 2001. It is a faster, more focused, multi-platform relationship. The quality of ideas, vision and execution remain central, but the way in which it is delivered must change fundamentally with Glamour’s new mix of digital, social, video, live and print, and its focus on beauty. We have the brand, the creativity and the access – an enormous competitive edge in the market - and we are rendering it in new ways around beauty to reflect the Glamour woman of today, and of tomorrow,” commented Albert Read, Managing Director of Condé Nast Britain.

The last monthly issue of Glamour will be December. Further detail of the transformative integrated Glamour business will be announced in due course. Changes to the site will begin in the coming weeks, and the new-look Glamour for the beauty-obsessed will debut early 2018.