To mark International Women’s Day, Glamour Mexico today released a special issue dedicated to celebrating the value of women and the struggles they have overcome so far in the fight for equality.
The issue’s cover features three incredible women – Mexican singer Carla Morrison, Mexican actor Coty Camacho and Mexican-Israeli trans model and content creator Hadassah Tirosh.
We spoke to Glamour Mexico and Latin America’s Head of Editorial Content, Farah Slim about how the issue came together and she shared the secrets behind the huge success the brand has had with its ever-popular horoscopes vertical.
Tell us about your new International Women’s Day issue. How did it come together?
During the month of March, we wanted to make a special cover to celebrate Women’s History Month. Therefore we invited three amazing women to star on our cover: Carla Morrison, Coty Camacho and Hadassah Tirosh. In the interview, they told us what being a woman means to them, how they celebrate International Women’s Day and which women inspire them to continue building success stories.
This year Glamour Mexico will celebrate its first “Women of the Year” – a huge milestone moment for your brand! Tell us about that.
Yes, this year we will celebrate for the first time in our market “Women of the Year” to celebrate the women who this year, with their projects, have inspired the world. We’re very excited.
At Glamour Mexico, you are paving the way with horoscopes and astrological content, with your dedicated horoscopes vertical. How Glamour Mexico started creating this kind of content?
Our horoscopes vertical has always existed in Glamour.mx (since the moment the site was born) and the reason why is that for many people in Mexico and Latin America, astrology content is really important. With this content we seek to inform, entertain and inspire our audiences by giving them the best relationship tips for each sign, upcoming astrological events and how to empower themselves through their zodiac sign.
Horoscopes content always performs so well and is so popular. Why do you think this is?
We used to just publish weekly horoscopes but in 2019 we started planning more astrological content, connecting astrology with fashion, beauty, lifestyle, entertainment, love and sex. That was when the big success began.
What is your strategy behind horoscope and astrological content?
Our 2022 strategy for horoscopes is to expand the vertical even more, exploring new areas like tarot, numerology, rituals and also creating new astrology articles based on the main topics of each month. For example, during Women’s Month we will work on some special articles like: the best women qualities according to their zodiac sign and astrological tips on how to become an even more powerful woman.
Can you share any tips or secrets to the success of horoscope content that might help our other brands?
Our advice would be to have an expert (an astrologist) writing most of your content. Also I would say that brands should create astrological content based on your most successful vertical (e.g. beauty, celebrities, fashion, etc) so you can link both sections and double the opportunities to succeed. In astrology, timing is really important too. Some of the best things you can do is to write predictions before the astrological event is going to happen. For example, we published 2022 horoscopes for each zodiac sign on December 1st, and this was a big success during the first days of January 2022.
Relationship advice is also a core content strength of Glamour Mexico. Tell us about your February love-themed issue and what the response has been like from your audiences?
During February we had a special cover story on Valentine’s Day, starring actress Emeraude Toubias. In the interview she shared with us how she loves love and how important self-love is to first fall in love with ourselves and find love in everything we do. We also developed a multi-platform content strategy to reach all our audiences, emphasizing self-love in each of our articles.
Tell us about Glamour Mexico’s “Green Glam” vertical and how the idea for this came about?
“Green Glam” came from the need to talk about current sustainability issues from a simple, informative and practical approach to the lifestyle of our consumers. In this vertical we answer and inquire about the basics of sustainability in fashion, beauty and relationships, as well as deeper topics about current ingredients, methods and processes. This focus engages with our strongest audiences interested in the most ethical and fair processes with the environment, which are millennials and Gen Z.
What exciting new projects and initiatives can we expect to see from the brand in the coming months?
In the following months we will continue to develop special beauty content, which is one of our strongest verticals, also during Pride Month we will have several surprises. And in May we will have “Glam Camp” which is a wellness event where we will have several experiences to continue taking care of our wellbeing and see exercise as a tool that helps us improve our mental – as well as physical – health. Watch this space!
