Look magazine launches cosmetics range

IPC Media’s Look magazine is launching a cosmetics range to provide the title with a new revenue stream to exploit the title’s association with shopping and beauty.

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The Look Beauty range, produced under licence by FB Beauty, will be sold in 200 Superdrug stores, with 2% of sales donated to women’s cancer charity Look Good…Feel Better and a minimum donation of £20,000 each year to the charity agreed.

The collection includes nail varnishes, eyeshadows and lipsticks, as well as “Pro Kits”, which contain step-by-step guides to achieving certain looks. It will be promoted in the magazine, on Look’s website and in advertisements within other IPC Media women’s titles.

LGFB was set up by the Cosmetic Toiletry and Perfume Association and aims to help women manage the visible side effects of cancer treatment, with skincare and make-up workshops to help boost victims’ confidence.

Look has had a relationship with LGFB since the magazine’s launch in 2007. Look’s beauty editor also founded a blog in January this year, dedicated to writing about her breast cancer treatment, to raise awareness of the charity.

Publishing director at Look, Julie Lavington, says: “Look carries more beauty editorial than any other magazine, with more than 500 pages each year. Our readers have a huge appetite for new products and we know they will be excited to add these products to their make up bags, particularly when every product sold will benefit the wonderful work that LGFB does.”

Look is the 40th most-circulated magazine in the UK, with a total average distribution of 300,161 in June 2011, which was down 4.2% year on year.

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