Beauty Engine is new initiative at Sandow that looks to be a consultancy / incubator / native advertising strategy, where the ‘native’ platform may or may not even exist yet. “Beauty Engine will take the powerful NewBeauty network of print, digital and multiplatform businesses and provide access and business services to brands seeking expertise in the beauty space,” explains a press release about Agnes B. Chapski’s new role as president of both Beauty Engine and NewBeauty.
“When you think about the beauty business and how big this industry has gotten, brands are really looking for companies that can be true solution providers rather than just a media partner,” Chapski said in remarks to WWD, adding that “any way we can touch and communicate with the consumer and keep her engaged with the brand, we’re going to do that.”
The Sandow brands comprise the print and digital publication NewBeauty and the beauty product sampling service TestTube (which launched in 2006). According to the Sandow site, over 25,000 people currently subscribe to TestTube, receiving 6 packages of beauty samples and full-sized products each year at the cost of $29.95 per package. And NewBeauty is, of course, the consumer publication for luxury beauty enthusiasts.
Other properties at the media company include Fred Segal, Interior Design, Luxe Interiors + Design, Material ConneXion, MediaJet, PixelLab, ThinkLAB, and Worth.
Chapski comes to Sandow from Condé Nast, having most previously served as publisher and chief revenue officer of Allure. Her media experience also includes time as the associate publisher of Vanity Fair and Lucky.
In her new role as president of Beauty Engine and NewBeauty, she’ll be collaborating with Steffanie Attenberg, chief revenue officer, and Yolanda Yoh Bucher, founding editor and chief creative officer of NewBeauty.
“I'm excited to be joining a company that recognizes and supports brands that are committed to producing quality solutions for its customers,” Chapski tells the press.
“NewBeauty is uniquely positioned to service this underserved market of affluent women who take their beauty seriously and the marketers that want to reach them. I'm here because of Sandow’s vision to disrupt the traditional model of publishing and its commitment to build an innovative solutions business that will help our partners and deliver results.”