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The above are among the search-friendly headlines on BeautyHub.PH, an internet site not too long ago launched by Unilever Philippines with Inexperienced Park Content material (GPC).
The positioning follows within the footsteps of a few current Unilever brand-publishing efforts, GPC’s Asia MD Marcelo Bittencourt advised Marketing campaign Asia-Pacific. Unilever’s All Issues Hair initially launched in three international locations however is on the market in 11 markets globally now, and the food-related web site Masak Apa Hari Ini launched first in Indonesia however was rapidly replicated in Malaysia and Myanmar. BeautyHub may be expanded to cowl different markets, Bittencourt added.
Extra corporations, together with P&G and Nestlé along with Unilever, are investing in model publishing for its long-term worth, because it builds deeper engagement and model credibility at comparatively low price, Bittencourt mentioned.
In response to GPC, person pathways that comprise a search touchpoint are twice as prone to finish in a purchase order, and brand-publishing portals are an optimum solution to set up credibility and foster a relationship between a model and target market. In addition they signify a channel to collect first-party shopper information.
BeautyHub.PH presents itself as “a homegrown on-line journal that was printed to offer Filipinas an inspiring and empowering platform the place they’ll discover straightforward and sensible recommendation on pores and skin, hair, and physique care.” The positioning guarantees to ship content material from “trusted editors and on a regular basis magnificence specialists” that may assist ladies—and males, by means of a subsite referred to as MANifesto—uncover hair concepts, skincare recommendation, traits and merchandise.
“We established a full editorial group for BeautyHub Philippines, headed by our managing editor along with seasoned magnificence writers, a senior editor in addition to website positioning help from website positioning specialists to information analysts,” Bittencourt mentioned. “The content material hub publishes a median of 30 to 40 partaking articles per 30 days. Very like GPC’s different profitable brand-publishing platforms, tales printed on BeautyHub PH are useful, genuine, and related to go looking queries of its viewers.”
The positioning showcases 18 Unilever manufacturers: Axe, Black & White, Clear, Closeup, Dove, Dove Males, Child Dove, Eskinol, Lifebuoy, Love Magnificence Planet, Grasp, Ponds, Ponds Males, Rexona, Sunsilk, TRESemme, Vaseline and Vitakeratin.
Inexperienced Park Content material mentioned the BeautyHub web site promotes Unilever merchandise “subtly”.
“The purpose is for natural search to be the principle supply of site visitors for Magnificence Hub,” Bittencourt mentioned. “As with nearly all of the GPC initiatives, the typical cut up of the viewers is round 70% to 80% natural site visitors and 30% to 40% from paid, referral and different sources.
GPC labored on the positioning for 12 months previous to launch, with a scope of labor that included technique, branding, UX and UI design, content material technique, website positioning and editorial content material creation. BeautyHub.PH is GPC Asia’s eighth content material hub because the company opened within the area in 2017.
Francis Almirante, digital transformation supervisor with Unilever Philippines, praised GPC for having “a eager understanding of how search intent can dictate strategic paths for our manufacturers to affect shopper behaviour”.