As part of its expansion programme, luxury techmedia company BURO.Global has appointed Sophie Beresiner in the newly-created role of Beauty & Style Director ahead of its UK flagship launch of luxury lifestyle destination for affluent millennials, BURO 24/7.
An award-winning journalist with over 15 years of experience, Beresiner joins BURO 24/7 from ELLE UK, where she spent seven years as Beauty Director, working across digital, print and social channels. According to BURO 24/7, Beresiner pioneered a new vanguard of Beauty Director that used the power of social and multi-media to become at once educator, influencer and also friend to her loyal audience, bringing them inside the world of luxury beauty and breaking down its walls.
“For beauty in 2019, premium content and digital engagement go hand in hand in connecting with millennials. As an innovator in digital, BURO 24/7 harnessed the power of influencers to disrupt the industry and connect with a beauty audience on social. I’m thrilled to join the team to continue that path of innovation on the UK flagship”, says Beresiner.
“BURO 24/7 has, from its very beginning, understood that a younger audience approaches luxury through a lens of experience, so while beauty is a key focus, I’m thrilled to expand my remit across editorial pillars of lifestyle and culture where experience is king.”
Based at the company’s new HQ in Soho London, Beresiner’s role as Beauty & Style Director has been designed to appeal to her creative acumen, while giving her the freedom to expand her remit beyond beauty and into lifestyle and culture.
Editor-in-Chief and Global Editorial Director for BURO 24/7, Kate Stephens comments: “Across our BURO 24/7 global network, beauty is a key ingredient to our success in driving a highly-engaged millennial audience. Inspiringly creative and credible journalism informed via the deepest understanding of audience data and delivered with an immersive digital experience underpins the BURO 24/7 editorial strategy. It’s an approach critical for our beauty audience and brand partners and Sophie is the perfect choice to deliver it. She is the best in the business, not just as a beauty editor, but as a multi-media pioneer.”
Known for her stand-out beauty shoots and compelling writing, Beresiner has developed an established influential profile as an approachable, practical beauty expert with an in-depth knowledge of products and trends, with a significant and engaged social media following of 29.5K followers on Instagram and 11.9K followers on Twitter. Beresiner is also a contributor to The Times, where her weekly Mother Project column has attracted a new audience to the paper, with a substantial increase in numbers of online registrations, say the publishers.
Joining Beresiner on the BURO 24/7 team is Phoebe J McDowell, most recently Beauty Editor at The Sunday Times Style.