Daily Mail publisher launches fashion and beauty content-to-commerce brand

By

Sandra Halliday

Published
Jun 14, 2022

Daily Mail and General Trust (DMGT), the multinational company behind the Daily Mail newspaper, has announced the launch of a new media-to-shopping online “fashion, beauty and lifestyle brand” at Eliza.co.uk.

The company said it’s aimed at “inspiring women who want to make smarter choices when shopping online”.

It comprises a team of “expert journalists, editors and content creators, who are passionate about curating the best products and brands from across the globe and designing original content that enables users to feel better-informed about how to spend their money in a guilt-free and enjoyable way”.

The move reflects the increasing importance of content to e-commerce and also the opportunities for content providers to directly enter the e-tail space. For instance, articles also come with “Shop the edit” links.

Eliza already exists as a brand on Instagram and Tik Tok and reaches more that two million people a month there with content that includes ‘Dupe of the Week’, ‘If you only have £30’ and ‘Eliza Explains’. This aims to “demystify the often overwhelming and exclusive world of fashion and beauty”.

Editor Joanna Bridger is promising “a fresh new approach to fashion and beauty" that’s “friendly, honest, fun and relatable”.

The company has invested heavily in video production for its social channels and “in beautifully designed, long-form content to enhance shopping experiences on the website”.

MD Hannah Blake said: “Our aim is to be wherever our audience want us to be, so we have focused on building a team who thrive when exploring new platforms and digital experiences to enable us to speak to a generation of women in the most authentic way possible”.