Myer signs on as Glamour Australia launch partner

Myer has signed on as the exclusive multi-year beauty launch partner for Glamour Australia, as the global beauty, style and culture brand makes its local debut.

Published by News Corp Australia under licence from Condé Nast, Glamour Australia launches as a social-first, video-led platform across TikTok and Instagram. The brand will expand across YouTube, a dedicated Australian website, newsletters and other platforms later this year.

Remy Rippon has been appointed editor, effective immediately. Rippon joins from Vogue Australia, where she was senior beauty and health editor, and has previously worked at Net-a-Porter in London.

She will oversee Glamour Australia’s brand vision, content and audience growth across platforms.

Edwina McCann, editorial director and publisher of News Prestige and Condé Nast titles Australia, said the launch reflected how younger audiences now engage with media brands.

“Glamour Australia is an iconic global brand reimagined for a new generation, and we’re launching it in a way that reflects how audiences engage today, social-first and video-led,” McCann said.

Rippon said Glamour Australia would focus on community, belonging and practical content for young Australian women.

“I’m thrilled to be taking on the role of editor for Glamour Australia,” Rippon said.

“With a sense of community and belonging at its heart, it’s incredibly exciting to be bringing this global brand to today’s digitally native Australians.

“Understanding how Gen Z and Millennial audiences shop, unwind and interact with their fast-paced digital environments, we will meet them there and empower young women through practical, approachable content, and importantly, a sense of fun.”

A consumer marketing campaign created by Glamour Australia and News Corp Australia’s in-house creative agency Roller is supporting the launch across social, out-of-home, digital and owned channels.

It centres on a group of “Guests of Glamour” across beauty, style, wellness, entertainment and culture.