There was once a time when make-up bags were built as a by-product of free beauty samples and testers sent out to the masses as part of monthly print magazine launches.
But the way we consume media has changed dramatically – and with it the gift with purchase model (GWP) that was once key for beauty brands to get products into hands has become a thing of the past – but could reviving this marketing method pull printed publications back into the mainstream?
Puig-owned make-up brand Charlotte Tilbury and fragrance player Prada, which is licensed by L’Oréal, seem to think GWP models via printed magazines are a worthwhile investment again.
A number of videos showcasing Charlotte Tilbury’s Beauty Light Wand and mini PradaParadoxe perfumes as free gifts in Elle magazine’s UK and Greek November editions respectively have recently gone viral, proving that there is consumer demand for the GWP model.
“Collaborations between magazines and beauty brands are not a new phenomenon, although we have seen far fewer over the past few years, and it is good to see this re-emerging,” explains Janet Milner-Walker, MD of beauty and wellness consultancy Bespoke Advantage.
Print media very much still has the ability to spark a cultural frenzy, and [this] shows that when you delight and surprise your audience, magic happens
Milner-Walker notes how the publishing industry has faced pressures as a result in the rise of social media and digital publishing.
“Elle magazine, like many print magazines, has faced significant challenges with changes in a declining readership over the past few years, driven by a shift from print to digital media, as well as evolving consumer behaviour in how they consume media,” she says.
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.