As beauty editor at YM, Abby Gardner oversees the magazine's coverage of hair and skin-care, makeup, and overall health and beauty issues. Here she talks to PRWeek about what it takes to get into the magazine's glossy pages.PRWeek: You must be besieged by story and product pitches. What kind of beauty trends are you most interested in hearing about? Abby Gardner: Product trends are always a major part of the beauty section. We sort through the many products we receive to spot fun or interesting trends. The most important factor is whether or not any idea is appealing to a teenager. It's important that PR firms really know who they're pitching to. Calls or press releases must be on topics that have a direct connection to the life of a teenage girl. PRWeek: Since you're not in your teens, how do you stay on top of new trends in make-up and hair care? Gardner: We are pretty young at heart in the beauty department, and really know how to translate trends and ideas so that they are realistic and fun for our readers. We pay a lot of attention to our readers' feedback on things we have done in the past and what they would like to see more of in the future. We read their e-mails and letters, run polls on our website, and hold focus groups. We also keep our eyes on young celebrities (the people that our readers also look up to) for trends and inspiration. PRWeek: Fads seem to come and go more quickly than ever. How do you stay ahead of the curve at a monthly magazine? Gardner: It's our job to see things before our readers do, and then inform them of what is new and cool. We see fashion shows and product trends way before our readers, and then pass along our knowledge. For the most part, I feel that we are able to cover the majority of the trends that pop up. PRWeek: How do you decide what products to shoot? How important is the way a product is packaged? Gardner: There are many factors that go into that decision. We have to make sure the product is one that we like, and that we think teen-aged girls will absolutely love. Our readers put a great amount of trust in us to know what products they'd enjoy, and we never want to let them down. Usually, we shoot more than one product to go along with a particular piece, so there must always be a variety of prices so that no girl ever feels left out. Packaging is definitely a part of the decision-making process as well, and if there is a new innovation that makes the product easier or more fun for the girls to use, that's great. Of course, visual appeal is also extremely important - teenagers love cute products - but I would never select a product solely based on its packaging. It has to deliver quality as well. ----- Name Abby Gardner Publication YM Title Beauty editor Preferred contact method email@example.com Website www.ym.com
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