L’Oréal snubs new women’s mag launch

L’Oréal, the cosmetics group, is believed to have decided against supporting the launch of Real, the fortnightly title published by H Bauer.

L’Oréal, the cosmetics group, is believed to have decided against supporting the launch of Real, the fortnightly title published by H Bauer.

The magazine is aimed at 25to 40-year-old female Daily Mail readers.

L’Oréal’s ad spend, including sub-brands, is &£57m, of which &£11.8m is spent on press advertising (Nielsen MEAL).

Real, with an initial print run of 900,000, is offering two ads for the price of one in the first 12 issues. Bauer’s sales house, The Publishing Consultancy, is also guaranteeing a circulation of 300,000. The launch issue includes ads from clients such as Christian Dior, BT, Unilever, Procter & Gamble and Avon.

The Publishing Consultancy managing director Simon Young says: “There is a dialogue between ourselves and L’Oréal. All major brands are supporting Real.”

Real is the third launch this year in the women’s magazine market. It follows the launch of Condé Nast’s Glamour and Time’s InStyle.

Real, modelled on Bauer’s German title Brigitta, is backed by a &£10m investment. A launch campaign has been created by Mustoe Merriman Herring Levy, with media through Starcom Motive.

No one at L’Oréal was available for comment as Marketing Week went to press.

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