IrishBeauty - 10 Years . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i r i s h
She continues: “We spent the next 18 months or so evaluating the magazine’s format, what our readers liked and what worked for our advertisers before re- launching the title with a fresh new design in December 2010. We were conscious at this point that the economic climate was crippling many small businesses and we wanted to produce something that would inspire positivity in the market.
“At the same time, we knew that we needed to support our advertisers editorially – after all, their loyalty to the magazine is key. So we created features that would offer clients additional support in showcasing their products, such as Brand Awareness, as well as helping them to connect with their
clients, which was the idea behind our ‘In Conversation With’ article which still appears at the back of each issue.
“Over the years the production team has strengthened and now includes Samantha Lloyd as our Deputy Editor with Claire Matthewman as Features Writer backed by an in-house design team, a supportive administrative team, Tracey Board – based at AIT’s office – who liaises with clients, and of course Brett Fairholm, Dave Horton and his fellow director Gary Hackett. “As with any successful business, the magazine really is a team effort and it goes without saying that IB wouldn’t be the publication it is today without the whole team going the extra mile,” says Melissa.
“When Irish Beauty first appeared ten years ago iiaa distributed just one beauty brand. As we have grown to offer three
ranges, IB has remained our magazine of choice in Ireland. We’ve had fantastic, consistent support and publicity for our corporate and product development news. Congratulations to editor Melissa Dennis and her team for producing a great magazine that has considerably increased awareness of our products in the Irish market” - David Alpert, International Institute for Anti-Ageing (iiaa)
She continues: “One of my favourite aspects of working on the title is the contact we have with our readers and advertisers. It’s fantastic when they get in touch to tell us what they like – and don’t like – about the magazine. Any criticism can be constructive if taken the right way, although I do like to think that we get it right more often than not! I particularly love receiving news of successful salon openings, anniversary celebrations and achievements of individuals within the industry; it helps to add a personal touch to our news pages.
“Social Media has been a huge advantage in conversing with our readers – Facebook and Twitter allow us to speak to them on a daily basis, sharing snippets of industry news that we can then expand on in the printed magazine. It’s a two-way thing and I love
2009 After working as media partner for the Irish Beauty Show and Irish Beauty Awards since 2005, this year Irish Beauty begins working with the IBPA to host the show and awards.
July 2009 Irish Beauty magazine celebrates
its 5th anniversary and 50th issue.
“Irish Beauty is a fantastic platform and advertising mechanism. Hennessy Hair & Beauty Ltd. uses to reach its
existing customers and potential new customers.We feel we have a great partnership with Irish Beauty in achieving our end goals. Hennessy’s would like to take this opportunity to congratulate IB on a wonderful achievement of 10 year and 100 issues and we look forward to working together for the next 10!” –MichelleMcCarthy, Hennessy Hair & Beauty Ltd
that readers want to share their stories and photos with us.”
Evolving with the
industry Just as the beauty industry has evolved over the past decade, so has publishing. “I’ve worked in publishing for 15 years and the industry has changed enormously, and it’s vital to embrace the amazing technology available to us,” says Melissa. “We introduced the digital version of the magazine in 2010 which means readers can access a copy anywhere – through their desktop, laptop, tablet or smartphone. In fact, every back issue from December 2010 through to today can be viewed online so therapists have a comprehensive resource of expert advice at their fingertips.”
2010 As the IBPA closes, Irish Beauty and AIT take on the running of the annual Irish Beauty Show at the RDS. The event becomes Ireland’s best attended beauty trade show, with a 50%higher attendance than 2009. Attendance continues to grow year-on-year.
December 2010 Irish Beauty is relaunched, and a new digital version is also introduced.
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