EXPANDED PRINT INTO DIGITAL GROWTH
The Summer Beauty Guide began as a seasonal print feature, but I proposed expanding it into a digital-first experience with a gated, members-only component. By creating a special newsletter-driven challenge and leveraging exclusive content, we transformed a traditional editorial package into a subscription driver while maintaining GH’s trusted authority in beauty.
I. THE CHALLENGE
The project started as a print-only feature. The challenge was to evolve it into a cross-platform experience that not only delivered seasonal beauty content but also incentivized subscriptions and deepened digital engagement.
II. THE APPROACH
Consolidated multiple beauty stories into a unified “Summer Beauty Special” digital feature.
Art directed an in-house photoshoot to highlight product selections and visualize summer makeup tips.
Proposed and designed a gated digital component for GH+ membership users.
Collaborated with editors to develop a custom newsletter encouraging membership sign-ups for exclusive access.
Produced a sizzle reel for social media promotion, extending reach on Instagram and TikTok.
Built a scalable digital package template that caught the attention of ad-sale stakeholders and set a precedent for future beauty projects.
III. THE EXECUTION
The unified Summer Beauty Guide launched as a cohesive feature in print and expanded into GH+ membership with exclusive digital content. Readers were driven to sign up through teasers in print, social media promotion, and a custom newsletter series. The photoshoot assets provided consistency across all channels, while the sizzle reel created buzz and extended the Guide’s visibility across social platforms.
IV. THE IMPACT
The Summer Beauty Guide evolved from a static print feature into a multi-channel engagement driver. The digital extension boosted newsletter sign-ups, reinforced GH+ membership growth, and became a template for future beauty projects. The integrated strategy also attracted attention from ad-sale stakeholders, strengthening the business value of editorial design.