Marketing Campaign: Beauty and Cosmetics
WINNER: Hearst | Redbook Beauty School
The May 2017 issue of Redbook marked its fourth annual Beauty School issue. The brand was challenged with taking a four-year-old program and making it feel “never-been-done” before to not only maximize revenue and paging for the issue, but also try and renew L’Oréal USA’s sponsorship from the year prior. Redbook was able to do this by elevating Beauty School from a print only feature to a broad scale entertainment and ecommerce platform through partnership with one of the most powerful retailers in the world—Amazon.com.
It was a blended experience of shopping and watching. This launched Style Code Live’s first branded content partnership and created a truly first-to-market opportunity for L’Oréal USA. The brand not only leveraged all of its platforms, it received over 24 pages of L’Oréal USA advertising in the May issue—up 6 pages from the year prior—and a large digital buy on redbookbook.com. All in, the program generated 45 million program impressions for L’Oréal USA.