April 9 (Bloomberg) -- Yahoo! Inc. is adding one of the leading names in cosmetics, Bobbi Brown, to be its editor in chief of beauty coverage, boosting its push into new content.
Brown will lead editorial direction and the “re- imagination” of Yahoo Beauty, the Web portal said in a blog post today. She will continue as chief operating officer of Bobbi Brown Cosmetics, which also sells fragrances and skin-care products and is owned by Estee Lauder Cos.
Yahoo Chief Executive Officer Marissa Mayer has been hiring high-profile journalists and executives to improve and expand the company’s editorial content, seeking to woo users and advertisers as part of a turnaround effort. Katie Couric recently joined to bolster Yahoo’s video efforts and former New York Times columnist David Pogue recently joined to lead technology coverage.
“In my career as a makeup artist, I’ve also had the amazing opportunity to write, create and teach,” Brown said in the post. “In this new role, I get to combine my interest in education and empowerment by curating amazing visual content that will teach women how to be their best selves.”
In addition to her role at her company, Brown has also written books on beauty and is a “permanent fixture backstage” at New York Fashion Week, according to the blog post. She begins her stint at Yahoo on April 21.
Yahoo is also considering adding high-quality, longer-form video shows that would have multiple episodes, according to people with knowledge of the matter. That would come after Yahoo had backed some shorter-form content in recent years, including Tom Hanks’s “Electric City” animated Web series.
Bahareh Ramin, a spokeswoman for Sunnyvale, California- based Yahoo, declined to comment on the original video shows. The Wall Street Journal reported on the programming earlier this month.