Publishers block ú1m Cyclax ads

A cosmetics and toiletries firm has hit out at IPC and the National Magazine Company after they refused to take advertisements for its budget range of moisturisers.

International Classic Brands had intended to spend £1m on press ads for its Cyclax skincare range – priced from £2.99. But the products, which carry a royal warrant and are used by the Queen, were rejected by NatMag’s Good Housekeeping and She magazine, as well as IPC’s Woman & Home and Woman’s Journal.

International Classic Brands claims the two publishing houses refused to accept the ads be-cause they offend cosmetics houses that sell premium-priced products.

The Cyclax ads, created by EURO RSCG Wnek Gosper, use the catchline: “If you’ve just spent £30 on a moisteriser hard lines.” It then suggests that its products – priced at between £2.99 and £5.25 – are just as effective as more expensive ones.

Women’s Realm and Women’s Journal advertising sales director Debbie Bowman says the ads were refused because: “We felt it was not in keeping with our editorial stance.” She would not say what the company’s editorial stance on beauty products was.

NatMags was not available for comment.

International Classic Brands managing director David Reiner says the policy is wrong: “There is not a lot of benefit to gain from higher priced products. Magazines should not take care of who pays them the most. Their responsibility should be to the public.”

The ads will be appearing in other magazines such as Hello!, Bella and Prima.