Buro 24/7 names Sophie Beresiner as Beauty & Style Director

By

Sandra Halliday

Published
May 14, 2019

Media brand Buro 24/7 continues to make key appointments ahead of its UK flagship site launch with Sophie Beresiner, the former Beauty Director of Elle UK and a columnist for The Times, named to the new role of Beauty & Style Director.

The content site, which currently operates in a raft of emerging markets, is preparing for a UK debut with its target market being affluent Millennials.

Beresiner has a high profile and a 15-year track record, with strong experience in digital. She was Elle UK Beauty Director for seven years, working across digital, print and social channels. 

And Buro said that she “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.”

That’s certainly what the new product will need and Beresiner said on Tuesday that “for beauty in 2019, premium content and digital engagement go hand in hand in connecting with Millennials."

She added that “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,” she’s pleased to expand her remit across editorial pillars of “lifestyle and culture where experience is king.”

Editor-in-Chief and Global Editorial Director Kate Stephens added that “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 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.”

Beresiner will be joined by Phoebe J McDowell, most recently Beauty Editor at The Sunday Times Style. The company said she has “an alternative approach to beauty writing.”