Allured Business Media: A Strategic Expansion in the Beauty Industry
On July 15, 2020, Allured Business Media made a strategic move by acquiring Creative Age, a renowned publishing house in the professional beauty sector. This acquisition marks a significant expansion in Allured’s portfolio from merely one salon and spa professional brand to an impressive five. By broadening their repertoire of professional beauty events, Allured is poised to solidify its status as a go-to resource for beauty professionals.
Existing and New Brands Under Allured
Before this acquisition, Allured Business Media was already a prominent player with notable publications such as Skin Inc., Perfumer & Flavorist, Global Cosmetic Industry, and Cosmetics & Toiletries. With the integration of Creative Age’s brands, Allured’s portfolio now includes MedEsthetics, NAILPRO, Beauty Launchpad, and DAYSPA. These additions, equipped with established brands and events like NAILPRO events, enhance the company’s influence and potential in the beauty market.
Comments from Allured Executives
George Fox, Allured’s CEO, expressed enthusiasm about this acquisition: ‘Our deep-seated passion for beauty at Allured drives our commitment to expand the beauty and personal care industry. This move allows us to establish additional valuable touchpoints within the professional spa and salon markets.’
President Janet Ludwig added, ‘We are thrilled to incorporate these respected brands into our family, and we look forward to creating synergies and developing on Deborah Carver’s vision for these brands.’
A Collaborative Endeavor
The acquisition is not just about expanding a brand portfolio; it is a partnership blending Creative Age’s robust social media presence and industry acumen with Allured’s digital and event expertise. Creative Age’s CEO Deborah Carver emphasized the value of this collaboration, stating, ‘Allured’s comprehensive capabilities in publishing, webinars, events, and digital platforms will undoubtedly elevate the Creative Age titles in an evolving market landscape.’
Seamless Transition and Shared Vison
Key personnel from Creative Age, including top editors and sales managers, will remain post-acquisition, ensuring continuity and a seamless transition. ‘I am confident that Allured Business Media is an ideal home for Creative Age titles, supporting their success amid the marketing landscape’s evolution,’ noted Deborah Carver.
The acquisition deal was facilitated by John McGovern of Grimes, McGovern & Associates. While the financial details remain undisclosed, the strategic nature of the acquisition highlights both companies’ forward-thinking approach and shared commitment to enhance the beauty industry’s landscape.
The Legacy of Creative Age and Allured
Founded in 1971, Creative Age, under Deborah Carver, became a leading force in the professional beauty industry. Significant launches like NAILPRO and Beauty Launchpad underscore its legacy. Meanwhile, Allured, a family-owned business established in 1921, has been a pivotal media source for beauty and flavor industries since 1960.
With this acquisition, Allured Business Media is better positioned than ever to innovate and influence the professional beauty scene with an expanded roster of brands and growth-focused strategies, appealing to a broad range of beauty professionals.
