After 16 yearsofworkingfor
women’smagazines,it’sfair
tosaythatNghasherfinger
onthepulseoftrendsanda
well-roundedviewofwhat
womenlikeandwant.
AstheeditorofHer
World,shehasahand
inshapingthetopicsof
thedayanddetermines
whatproducts,trendsand
servicesgetspotlighted.
“AsaHerWorld
womanmyself,withabusy
professionallifeandlotsof
personalcommitments,I
understandwomen’sneeds
andwhatthey’relookingfor
intheirbeautyproducts,”
shesays.“MyteamandI
aremindfulthatwehavea
directimpactonSingapore
women.That’swhywemake
itapointtoexaminethe
usefulnessandinnovationof
theproductsandtrendswe
featureinHerWorld.”
Aself-professedbeauty
junkie,the36-year-oldNg
putsherownskinonthe
lineinordertospeakwith
authorityandcredibility.
Sheseldomreviewsa
skincareproductuntilshe
finishesthebottle,unless
it’ssogoodthatresultsare
visiblesooner.THE MEDIA
INSIDER
NG YI LIAN
EDITOR OF HER WORLDHer aim is to reach out
to women in Singapore,
not only as an editor but
also as a close friend. “The
best reviews are through
word of mouth. There’s a
sense of intimacy when the
beauty team and I put up our
unboxing videos and reviews
on Her World’s Instagram- we want to share our
knowledge like a trusted
girlfriend and as a voice
of authority with a
wider audience.
“That’s why I also use
my personal social media
accounts to reach out to
readers, so that they know
these topics are what I’m
passionate about.”
“There’s
a sense of
intimacy
when the
team and I
put up our
reviews on
Her World’s
Instagram.
We want to
share our
knowledge
like a
trusted
girlfriend.”TEXT
GOH YEE HUAY
PHOTOGRAPHY
FRENCHESCAR LIM
STYLING
KARIN TAN
CLOTHES
SANDRO
SHOES
NG YI LIAN’S OWN
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