Liberty launches beauty newspaper 'The Hall'

Following the introduction of its subscription service, Liberty is launching a biannual beauty newspaper to ramp up the brand's engagement with the beauty community.

The Hall is an interactive publication which will provide breaking beauty news, trends and practical advice, as well as reviews from real users and expert recommendations.

The first edition has been guest edited by make-up artist Gucci Westman, and includes features on the return of lipstick, how to master the art of bath-scaping, as well as fragrance horoscopes from its in-house astrologer Lady Liberty.

Available in the London store’s beauty hall, the newspaper will be mailed to 50,000 Liberty Loyalty customers twice a year.

According to Liberty’s Chief Marketing Officer, Madeleine Macey, the publication will be supported by a social campaign to "ease the shopping experience" and link up the rest of Liberty's content streams. QR codes on the newspaper will allow customers to shop edits online.

Macey added that the retailer has seen “excellent results in engagement and conversion” since it introduced The Book, Liberty’s collectable coffee table magazine. She told WWD that Liberty has prioritised print because “our audience loves knowledge, they don’t like being ‘sold to.’ They want to know what we’ve discovered, they want to learn.”

Read our feature on Liberty's revolution in the beauty subscription box market.