Cosmo unveils 3D special edition cover

Cosmopolitan has partnered with shampoo brand Pantene to launch a collectors’ edition with a 3D cover.

The cover of its September issue features Cat Deeley, the face of Pantene Pro-V Aqua Light, the haircare range launched by Unilever last month.

When the cover is tilted, it reveals Deeley “swishing” her hair to mirror the “Make a Swisssh” campaign launched to support the new range.

There are 50,000 copies of the special edition issue available exclusively in Tesco from today (9 August).

Customers will also receive a free travel-sized Pantene Pro-V Aqua Light shampoo and conditioner and a £1 voucher which can be redeemed against any other product in the rest of the range.

The campaign is supported within the magazine via a three-page promotion and a double-page feature within Cosmo’s “Beauty Bible” section featuring Cat Deeley’s “Confidence Confessions”.

The campaign will also feature on Cosmopolitan’s website and there will be competitions and events in Boots stores nationwide.

Last Week, marketing Week revealed that Cosmopolitan is launching a free offshoot magazine called Cosmo on Campus aimed at students to generate new readers for the magazine.

Justine Southall, Cosmopolitan publishing director, says: “Cosmopolitan is focused on long-term innovation. As such, we’re always looking for fun and creative ways to engage our readers and work with clients. Our lenticular cover has enabled us to do this perfectly by bringing Pantene’s campaign to life and providing real standout on the newsstand.”

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