Are Media has launched a new female-led data product, Are Media Collectives, as part of a wider suite of innovations revealed at its New Era of Luxury showcase in Sydney.
The event, held on Wednesday 8 October at The Pillars and Eleven Barrack, brought together luxury brand leaders, agency executives and editors from across Are Media’s portfolio, including ELLE, marie claire, Gourmet Traveller and belle.
Hosted by Jane Huxley, CEO, and Anna Quinn, Director of Sales, the event explored how data, creativity and cultural influence are converging to define the future of luxury media. It opened with a keynote from Gourmet Traveller editor David Meagher and featured research by UK consultancy The Future Laboratory on how technology and shifting values are reshaping trust and creativity.
A panel discussion followed, featuring ELLE editor Jessica Bailey, marie claire editor Georgie McCourt and belle editor-in-chief Tanya Buchanan, moderated by Nicky Briger, Are Media’s General Manager of Luxury. The group discussed bold content, creative risk-taking and immersive audience experiences.
Female-led data segmentation
At the heart of the showcase was Are Media Collectives, described by the company as Australia’s most advanced female-led customer segmentation tool. Built on Are Media’s extensive first-party data, the platform will allow advertisers to target unique audience segments across the publisher’s digital network.
Anna Quinn said the launch marks the first in a series of new data products that will expand in 2026. “Are Media Collectives is the first of our new data products we will launch to allow our agencies and advertisers to target our unique first-party audiences across Australia’s largest female network,” she said.
“Our goal is to create measurable business outcomes through innovative use of our data products. By combining deep audience insights with decades of editorial instinct, we help brands show up in ways that are relevant, resonant and beautifully unexpected.”
New luxury brand initiatives
Alongside the data product, Are Media announced new initiatives across its luxury titles, including:
• ELLE Fit – a fitness-led vertical blending editorial storytelling, immersive experiences and shoppable extensions.
• Big Week of Beauty – a national beauty activation across video, social and e-commerce platforms.
• Gourmet Traveller Hotel & Travel Awards – expanding nationally with new content-to-commerce opportunities.
• marie claire International Women’s Day and Sustainability Awards – evolving into consumer-facing events.
• Masterclass Styling Sessions – interactive, shoppable experiences hosted in-store and online.
Nicky Briger said the initiatives reflect the intersection of technology and human connection driving luxury media. “We’re entering a new era where technology and humanity converge. By combining our audiences, premium content and brand partners, Are Media is creating powerful new pathways for marketers eager to connect with consumers and activate intention.”
Are Media describes its approach as “where connection ignites intention”, a positioning that aligns with its broader strategy to redefine audience engagement across premium lifestyle media.
Top image: Anna Quinn