Maybelline, Nexxus, St. Ives, Coty Back Hearst Inserts

  • September 24, 2007
Hearst Magazines is set to introduce a new month-long, multiplatform marketing push targeting beauty consumers. The "30 Days of Beauty," modeled on its successful "30 Days of Fashion" in September, will coordinate editorial content in five big Hearst titles: Cosmopolitan, Harper's Bazaar, Marie Claire, O and Redbook.

Each magazine will include four "book"-style inserts covering hair, sponsored by Nexxus; skin, sponsored by St. Ives; fragrance, sponsored by Coty; and color, sponsored by Maybelline. The books will feature 30 "insider" beauty tips, as well as integrated sponsor content and free gift-with-purchase promotions. Online ads, including e-mail and text-message blasts, will direct consumers to The site will host a series of giveaways of a spa package and Movado jewelry, as well as video demonstrations of beauty techniques by Hearst editors.

Hearst is also coordinating a promotional push for the "30 Days of Beauty" with checkout displays and related materials at Walgreens, Kohl's and Macy's. These point-of-purchase promotions include the offer of a black patent leather cosmetics bag designed by Stephanie Johnson. Finally, to wrap up the month, on Oct. 24 and 25, Hearst will host a party for about 4,000 attendees at the West Side Lofts in New York City, where they can sample and buy products, receive complimentary makeovers, and take home a beauty gift bag.

--Erik Sass



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