Cosmopolitan magazine has signed beauty brands Guerlain and Origins as launch partners in a new online retail project.
The venture, Luxe for Less, will launch in April. It will be promoted in the magazine and linked to the National Magazine Company title’s website.
It is designed to offer an overview of beauty retail promotions such as free gifts and two-for-one deals for “cash-strapped” readers.
A logo has been designed for the initiative to act as an instantly recognisable stamp for readers.
The magazine is the latest brand to attempt to ensure consumers feel supported through the bad times in order to retain their business in the good times.
According to research business Harris Interactive, 54% of adults say they would reduce discretionary spending in a recession and 63% say they wouldn’t make a purchase if a deal is not available.
Cosmopolitan has retained its high ranking among women’s magazines – it had the second highest circula-tion behind Condé Nast’s Glamour in the latest ABCs released earlier this month – but readers had dropped off slightly (2.1%) compared with the same period a year earlier.