Beauty Recommended will be the first digital magazine that P&G has sent out to consumers. It will be sent to 1 million people who registered on a microsite.
The content will include features about P&G’s portfolio of beauty brands, including Olay, Max Factor, Pantène and its prestige brands, and will also cover brands such as Chanel to widen the editorial remit of the digital magazine.
The magazine includes editorial features, interactive video content and a click-to-buy feature through which consumers can buy products from partner retailers such as Boots and Superdrug.
P&G has also launched a cross-brand marketing initiative called the The Makeup Collection that brings together beauty brands such as Olay, Max Factor and Clairol Nice’n’Easy under the banner ’Transform yourself, yourself’.
A Makeup Collection logo, created by Dewgibbons, will appear on advertising, packaging and digital activity for all P&G beauty brands.
The launch of Beauty Recommended is in line with the FMCG company’s wider goal of encouraging online engagement by exploiting the value of its brands.
Zaid Al-Qassab, marketing director for P&G Beauty UK & Ireland, claims the magazine offers a “great way” for women to engage with its brands.
The title will also include coverage of P&G’s celebrity ambassadors, such as Cat Deeley, and makeup and hair experts, who will give their advice on recreating professional beauty looks at home.
P&G says the magazine is a result of customer insight that found 92% of women don’t feel the beauty industry listens to their views.
The strapline for the digital magazine is ’Chosen by Experts, Reviewed by You’ and readers are invited to join the customer panel, submit reviews and create content for subsequent editions.
P&G has this week sold its last remaining food brand Pringles, allowing it to focus on its three core businesses: beauty and grooming, health and wellbeing and household care.