NewsLifeMedia CEO Nicole Sheffield has announced the acquisition of leading beauty website Primped.com.au from the Hannan family’s lifestyle media company, Independent Digital Media (IDM).
The site went live in August 2008 and quickly became the go-to for how-to in beauty online under launch editor Zoë Foster Blake.
Close to a decade ago, the Hannan family sold its suburban newspapers and magazines to News Limited for a figure reported to be close to $400m.
Sheffield said of this new transaction: “I’m delighted that Primped.com.au will be joining the NewsLifeMedia portfolio. Beauty is an area that is synergistic to NewsLifeMedia’s best-in-class lifestyle brands for Australian women and we look forward to bringing it to our network.
“As the go-to online destination for beauty enthusiasts aged 25+, Primped.com.au is a natural fit for our clients and consumers to sit alongside Vogue.com.au and Buro247.com.au. We will leverage our digital network of 5.1 million users, our experience with the country’s leading style brands and invest in the site to build on the brand’s excellent foundations to grow the business.
“Primped.com.au is a fantastic addition to our portfolio and strengthens our offering to advertisers. It allows us to create even more innovative solutions and vast opportunities for our beauty and lifestyle partners. When combined with our existing network of number one digital brands we offer a very compelling and powerful avenue to reach and connect with Australian women.”
Primped.com.au will immediately be powered by content from NewsLifeMedia’s stable of beauty writers including Sunday Style’s beauty and lifestyle director Cleo Glyde and Vogue Australia’s editor-at-large, beauty and health, Ricky Allen.
Primped.com.au is home to beauty news, new products, advice and reviews, trends, sampling and user reviews and quality how-to videos.