Professional Beauty is pleased to announce the appointment of Anita Quade as the new editor of its magazine and website.
With more than 20 years’ experience in beauty, travel, lifestyle and celebrity titles, Anita’s most recent roles include a seven-year tenure as the launch editor of HELLO! in the Middle East, a five-year stint as editor of VIVA in Dubai, along with freelance roles on the launch issue of Vogue Arabia and Harper’s Bazaar Arabia.
In her new role at Professional Beauty, Anita plans to ensure that PB and its loyal readers stay at the forefront of the rapidly evolving beauty industry.
Her focus will include building stronger connections with the Professional Beauty audience of salons, clinics and spas so as to draw upon their collective experiences and present more peer-driven content that will help educate industry professionals.
She is also looking forward to meeting suppliers and salons at Beauty Expo Melbourne, but in the interim we asked her a few questions to get to know her better:
Why did you decide to take on the role of editor Professional Beauty?
After recently moving back from the Middle East where I worked as editor of Hello! and VIVA, I thought the role on Professional Beauty would be the perfect opportunity to advance my editorial skills and allow me to continue working in the beauty industry which I have a passion for.
How do you think your previous positions will help in the role?
VIVA was primarily a beauty and lifestyle magazine. It featured beauty profiles with international brands, the latest beauty products and interviews with Hollywood celebrities such as Gwyneth Paltrow and Kate Bosworth who represented international brands as well as advertorials for brands like Sephora and Boots.
The magazine also hosted the VIVA Beauty Awards. This annual event, which I continued to develop, brought together more than 200 beauty industry leaders whose brands competed for best product and innovation awards in the mass and prestige markets – and became a great way for brands to gain exposure and recognition.
I am confident that this experience combined with the knowledge I’ve gained in my other magazine roles, will ensure that Professional Beauty continues to lead the way in beauty innovation.
Do you have any ‘knowledge’ or experience in the Australian beauty industry?
I have a passion for the beauty industry in Australia, there are so many great home-grown brands, new technology and innovations that it’s exciting to see it continually evolve. Although I haven’t worked specifically on a beauty magazine in Australia, I was editor of Ragtrader (a B2B fashion industry magazine) for five years in Sydney which gave me an insight into the trade industry.
Are you planning to implement any major changes to Professional Beauty in the next 12 months?
I look forward to working with the PB team so we can develop fresh content and ideas for both the magazine and online. I see this as a work in progress as we continue to liase closely with the industry to develop great content that will engage our readers/advertisers and continue to ensure PB is a market leader.
How do you plan to get to know the suppliers and salon owners/managers/therapists that make up the industry?
I think it is important to attend industry events such as the Beauty Expo Melbourne to meet salon owners and suppliers so I can personally find out about their needs and concerns and we can develop relevant content in the magazine and online.
What are you most looking forward to in your new role?
I am really looking forward to working with the team to develop fresh ideas and content for the magazine and working with industry leaders and salon owners to find out the latest innovations on the market. The beauty industry is constantly changing and developing which makes it an exciting role.