Are Media pitches premium publishing as the new ‘credibility economy’

Are Media is making a broader play for relevance in what it calls the emerging “credibility economy”, positioning premium publishing environments as increasingly valuable to brands navigating fragmented audiences, creator overload and AI-driven discovery.

The publisher has teamed up with L’Oréal Paris and WPP Media on a large-scale integrated launch for the beauty giant’s Glass Skin skincare range, transforming ELLE Australia into a multi-platform campaign spanning print, editorial, creators, social, video and live experiences.

The campaign reflects a growing shift among premium publishers, which are increasingly positioning themselves less as traditional media owners and more as full-funnel influence ecosystems capable of shaping trust and driving consumer decisions across multiple touchpoints.

At the centre of the campaign is actor Simone Ashley, star of The Devil Wears Prada 2 and global ambassador for L’Oréal Paris’ Glass Skin range, who appears on the cover of ELLE Australia’s June issue.

The cover moment anchors a broader editorial and social push around the “glass skin” trend, which has rapidly grown from a niche Korean beauty concept into one of the world’s biggest skincare movements.

Beyond the magazine itself, the campaign stretches across ELLE.com.au takeovers, bespoke editorial content, creator-led social content, short-form video and live experiential activations designed to deepen audience engagement and drive recall.

The campaign officially launched at an invitation-only event at QT Sydney, bringing together creators, talent and influencers including Evelyn Ellis, Kathleen Paton, Tanya Hennessy, Andrea Solange, Ruby Pedder and Jacotene.

Nicky Briger, general manager of luxury at Are Media, said the campaign reflects how premium publishing brands are evolving beyond traditional advertising models.

“This partnership reflects the power of a brand like ELLE to deliver a truly integrated, multi-platform campaign that creates real impact for our partners across every touchpoint — from print and digital to social, video, experiential and influencer amplification,” Briger said.

“The more consistently consumers encounter content across trusted environments, the greater the stickiness and influence on decision-making.”

Briger said trusted editorial environments were becoming increasingly important as consumers navigate a growing flood of AI-generated content, creator marketing and algorithmic recommendations.

“In what we call the ‘credibility economy’ — increasingly important in the age of LLMs — premium editorial environments don’t just deliver reach, they shape, drive and validate decisions,” she said.

“That’s the foundation of this launch campaign with L’Oréal, and how we help partners move audiences from inspiration through to action.”

For L’Oréal Paris, the campaign also reflects how beauty brands are increasingly relying on integrated media ecosystems rather than standalone campaigns to drive consideration and cultural relevance.

“With Glass Skin, we wanted to demystify the science behind one of the world's biggest skincare trends and make it feel achievable for Australian consumers,” Nadia Adelina, marketing director at L’Oréal Paris ANZ, said.

“Partnering with ELLE allows us to bring that to life through trusted editorial storytelling, social content and immersive brand experiences.”

Sam Cousins, chief strategy officer at Wavemaker Australia, said the campaign demonstrates how cross-channel integration is becoming central to modern brand building.

“This partnership brings together the key ingredients that underpin effective campaigns today: talent, trusted environments and connected execution,” Cousins said.

“It’s a strong example of cross-discipline and cross-channel integration across paid media, advocacy and retail.”

The campaign lands at a pivotal moment for premium publishers globally, many of which are attempting to reposition themselves against the rapid rise of creator-led media, retail media networks and AI-driven search environments.

Increasingly, publishers are betting that trust, curation and cultural authority may become even more valuable as digital discovery grows more fragmented.