Allured Business Media’s Bold Move in the Beauty Sector
On July 15, 2020, Allured Business Media made a significant strategic decision in the professional beauty industry by acquiring Creative Age. This bold move marks a pivotal expansion for Allured as it grows its professional salon and spa brands from one to five, simultaneously enhancing its offerings in beauty events and resources for professionals.
Previously Established Brands
Before this acquisition, Allured Business Media was already a major player in the beauty and wellness sectors with a diverse portfolio. Its flagship brands included:
- Skin Inc. - A publication dedicated to professional spa professionals.
- Perfumer & Flavorist - A brand focused on fragrance and flavor formulation.
- Global Cosmetic Industry - A publication reporting on the latest news in the cosmetic business.
- Cosmetics & Toiletries - Focused on cosmetic science and technology.
The acquisition of Creative Age now adds several highly regarded brands to Allured’s arsenal, including:
- MedEsthetics - A well-respected medical aesthetic brand.
- NAILPRO - A prominent professional nail industry brand.
- Beauty Launchpad - Targeting the professional salon industry.
- DAYSPA - A magazine catering to spa professionals.
Vision and Growth for Allured
According to Allured CEO George Fox, this acquisition reinforces their commitment to providing comprehensive resources in beauty and personal care. “We have a vested interest in all things beauty here at Allured, and this gives us the opportunity to build our breadth in beauty and personal care to include so many more touchpoints in the professional spa and salon sectors,” Fox remarked.
The plan is to leverage Allured’s expertise in digital platforms and event management alongside the successful framework established by Creative Age. This strategy aims to enhance content and engagement within their offerings to cater to the educational and business needs of salon and spa professionals.
Collaboration Ahead
Allured President Janet Ludwig expressed excitement over the potential of collaborating with Deborah Carver, the founder of Creative Age, stating, “We are excited to bring on these highly regarded new brands and expand our reach into the professional salon and spa markets.”
This partnership aims to strengthen Creative Age's brand vision while utilizing Allured’s vast publishing capabilities and experience in web events and other digital platforms. Deborah Carver added that she is confident in Allured’s capability to foster growth and success for Creative Age’s titles in the ever-evolving marketing landscape.
Team Transition and Future Outlook
As part of this acquisition, many staff members from Creative Age will retain their roles, including editors, sales managers, and CEO Deborah Carver. This continuity is expected to facilitate a smoother transition and maintain the integrity of the brand's vision and output.
A Historical Perspective
Founded in 1971, Creative Age has been an influential media source within the professional beauty realm, launching notable publications such as NAILPRO, DAYSPA, Beauty Launchpad, and MedEsthetics under Carver’s leadership. Allured Business Media, a company with a rich history since 1921, has been involved in the beauty and flavor industries for over six decades and so the acquisition marks a natural fit for both brands.
About Allured Business Media
Allured is proud of its family-owned heritage and an impressive portfolio that includes not just Creative Age, but also:
- Cosmetics & Toiletries
- Perfumer & Flavorist
- Skin Inc.
- Global Cosmetics Industry
Additionally, Allured is responsible for organizing industry events such as Face & Body, World Perfumery Congress, Beauty Accelerate, and Flavorcon, further solidifying its role as an industry leader.
Media Inquiries
For any media inquiries or image requests related to this acquisition, please contact Katie Anderson at [email protected] or call 630-344-6077.
This acquisition demonstrates Allured Business Media's strategic expansion in the beauty sector, positioning it as a key resource for professionals across the salon and spa market.
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