Beautyspy, the online and high street fashion retailer, has signed a deal with Vogue to distribute 120,000 catalogues to UK consumers in the magazine’s October edition, available on September 15.
The 28-page catalogue, which will be attached to Vogue by magnastrip, is the largest insert to date in the magazine, according to publisher Condé Nast. The catalogue will also be distributed in 220,000 copies of Vogue Germany.
A second insert of more than 100,000 catalogues is planned in John Brown Publishing’s new lifestyle title, Bare, in November.
Beautyspy, which launched online in June, sells cosmetic brands to UK and German consumers, through three distribution channels.
Cosmetics can be ordered on the Internet, through the new catalogue – which will also be mailed to consumers who have registered online – and will be available in Beautyspy-branded high street stores.
The first retail stores will open in the UK and Germany next year, and the format will be rolled out across both countries.
Autumn season brands featured include Eve Lom skincare, Pony & Tina cosmetics – currently available in Harvey Nichols – and Wu Chinese herbal skincare remedies, stocked by Liberty.
Co-founder and international marketing director Amy Gordinier says a targeted press advertising campaign is being planned for women’s magazines. Gordinier is set to appoint creative and media agencies in the next few months.