PRIMPED Appoints Hayley Bennett Editor

14/06/2013

Independent Digital Media (IDM) is excited to announce that Hayley Bennett, current Beauty Writer, has been appointed as PRIMPED's Editor.

Hayley takes over from current Editor, Katrina Lawrence, who is leaving PRIMPED to commence a new role on June 20.

David Burkett, IDM Director and CEO of IDM's parent company says, "We wish Kat well in her new role. Kat has built on the fabric of PRIMPED and continued to grow its loyal follower base with average Unique Visitors up 50% YOY. Hayley has worked with Kat to achieve this growth over the last year after joining us from the PopSugar Australia Network, and I am confident Hayley will continue to build on this base further strengthening PRIMPED as the go-to premium site for beauty."

"I'm honoured to be appointed the editor of PRIMPED, following in the footsteps of its former esteemed editors," says Bennett. "I have loved PRIMPED from its very early days and look forward to both continuing its legacy as the ultimate online beauty destination, but also working on new initiatives to take PRIMPED into a very exciting future."

Outgoing Editor Katrina Lawrence adds, "It has been a very dynamic time at PRIMPED these past 18 months, and we have worked hard to further cement PRIMPED's prestige position in the beauty market. Along with Hayley and our team of top-notch contributors, we have focussed on delivering to our loyal and expanding base of Primpers content that is fresh, fun and on-trend - but also useful and practical. In this period, we have seen PRIMPED become not just the go-to for the how-to in beauty, but also for the what-to-buy, with our product blogs and reviews becoming an important part of the beauty-buying puzzle, helping consumers make their best, more informed purchase decisions."

While Hayley searches for a new team member to join PRIMPED, she will continue to work with well-respected contributors Yasemin Trollope and Emma-Charlotte Bangay.

For more information, please contact:

Hayley Bennett - PRIMPED Editor
hayley@primped.com.au
(02) 9469 5432

David Burkett - CEO IPMG Digital
dburkett@ipmg.com.au
(02) 9469 5401

 

About PRIMPED.com.au

PRIMPED was launched by Independent Digital Media (IDM) in August 2008 as Australia's premium online beauty portal. Featuring the finest bloggers in the beautysphere providing up-to-the-second commentary on the newest celebrity and runway beauty trends, in-house video content featuring top makeup artists and hairstylists, a constellation of clever, practical how-to's, a library of thousands of beauty products, reviews, salons and services, PRIMPED is the go-to for the how-to in beauty. It's beauty as you don't know it.

About Independent Digital Media

Independent Digital Media (IDM) is a lifestyle media company dedicated to providing online information, products and services to targeted communities of interest. Our mission as a new media company is to create highly engaged audiences online though premium content and services. In niche content categories the internet provides an opportunity to move what was once a one-way dialogue with consumers, to a dynamic conversation within communities of like minded interest. At IDM we set out to capitalise on this opportunity to connect, entertain, inform and inspire.

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