Premium women’s lifestyle website RESCU.com.au will provide digital media company Yahoo!7 with expert beauty, fashion and lifestyle content in an exclusive deal.
The content partnership will put RESCU in a prominent position in the women’s lifestyle digital publishing space as it will enable Yahoo!7 users to access RESCU’s content on the Yahoo!7 Network and connect to RESCU’s wealth of lifestyle information.
RESCU Founder and Editor Bahar Etminan said the deal provides a great boost to her site which has more than 50,000 subscribers and a further 14,000 followers on social media websites.
“This is fantastic acknowledgement from a major digital media company RESCU’s high-end content and desirable readership base,” Ms Etminan said. “The women’s lifestyle category is rapidly shifting from a purely fashion and beauty focus to intelligent content and newsworthy conversation. When I launched RESCU as a lifestyle site, I wanted to speak to a woman who was interested in more than what red lipstick she is going to buy this weekend.
“As proven by ABA audit figures, RESCU’s subscriber base is already one of the strongest and largest in the women’s lifestyle space,” Ms Etminan said.”
“The growth of major online portals has meant increased demand for quality content particularly in the women’s lifestyle space.”
As RESCU’s editor Ms Etminan will collaborate with Yahoo! 7 Lifestyle team to ensure the content is relevant to their audience.
The deal, will allow Yahoo!7 to select relevant and exclusive content from RESCU.com.au to publish on its network. This content will link back to RESCU.com.au allowing visitors to read more on a particular topic or advice from the website’s panel of experts.
“RESCU produces exclusive content across the most important subject categories in the women’s lifestyle space including beauty, fashion, health, wealth and celebrity but always from a premium and positive perspective,” Ms Etminan said.
The RESCU website offers “expert advice for a fabulous life” from a range of high profile authorities such as fashion designer Alex Perry, cosmetics king Napoleon Perdis, real estate guru John McGrath, hairdresser Joh Bailey, and celebrity chef Luke Mangan, to name a few.
Ms Etminan, who has worked for luxury brands such as Gucci, Hugo Boss, Fendi and beauty giant Estee Lauder, founded RESCU.com.au in 2005. Since then the site has grown from being an e-commerce site for cosmetics to a destination for discerning women.
“The core demographics of RESCU readers are that they are tertiary educated, employed full time, in long term relationships, and over half of them are mothers. They have an eye on their investment portfolio as well as the latest hemlines and they want the internet to provide them with expertly curated and interesting info-tainment,” Ms Etminan said.
RESCU’s glamorous position has attracted a range of big advertisers including Lancome, L’Oreal Paris, Clinique, David Jones, Dior, Estee Lauder and Sunbeam.
Its readers are almost exclusively women, mostly aged 25-39 years, often with children and usually working. A survey by the website found that 90.4% of its readers made a purchase after reading a beauty-related review on RESCU.