“In magazines, it’s change or die.” - Linda Wells
As Allure’s founder & editor-in-chief for now TWENTY YEARS, Linda Wells has quite the resume. At the time Allure was created, it was the only magazine dedicated solely to beauty, makeup and personal care products.
In honor of Allure's 20 Year Anniversary, here are a few of my favorite Allure cover girls, along with a quick Q & A with Linda Wells herself (I got the Q & A from a CEW newsletter)
Linda on: THE BEAUTY CONSUMER
When I started Allure there was a much greater division between the prestige and mass consumer, and now it’s hard to find anyone who’s exclusively prestige or mass. There’s so much more crossover and the product offerings at both levels are really exceptional. Plus, today people are open to ways of shopping that didn’t exist 20 years ago—buying things online, through HSN and QVC, etc.
Linda on: SINGLE BIGGEST BEAUTY INNOVATION
Botox. By giving women the ability to look younger longer and prevent the visible signs of aging, it’s created a cultural shift. It’s altered ideas about plastic surgery and about what maintenance means. I don’t live and breathe for it myself, but it’s one of those real game-changers.
Linda on: KEEPING ALLURE FRESH
As a magazine editor, there’s no way you can ever get stuck in a rut because you have to produce a new issue every month. And now, with digital media and the new ways people communicate, all the sensibilities are different—even for the printed pages.
Linda on: ADVICE TO BEGINNERS
Whether it’s the beauty industry or publishing, obviously you have to work really hard. And don’t be too hungry for recognition, such as title changes. A certain amount of impatience is good, but you’ve got to be able to put in the hard work without the recognition. Inevitably someone will notice. Also, work for the best organization you can. The people you learn from are so talented, and being associated with a great company elevates you, gives you status and quality you haven’t even earned yet.
It truly is an amazing mag, and it’s still the only one that I subscribe to and patiently (more like obsessively) wait by my mailbox for every month. Do you guys read Allure? Who is your favorite cover girl?!