NEW DEAL: Condé Nast Publications has formed a partnership with Ulta Beauty in a multiyear agreement that looks to significantly generate subscription sales of Allure and Glamour magazines. Ulta, which operates 417 stores nationwide — selling prestige, professional and mass market beauty products — will have access to Allure and Glamour beauty and fashion content to be used online and in stores, while Condé Nast will in turn offer exclusive subscription rates to Ulta customers. The program launched the weekend of Sept. 3 with a bundled subscription offer for Allure and Glamour. Marketing efforts will employ a multiplatform strategy including Condé Nast magazines, as well as both organizations’ Web sites and social media platforms. Ulta will also receive support from Condé Nast for its digital campaign and Condé Nast’s database expertise for customer development.
Robert Sauerberg, president of Condé Nast, said, “As part of this agreement, we will provide fashion and beauty tips and trends from a number of our brands to Ulta stores and its Web site and, in turn, generate significant subscription sales through these channels.” He added, “This partnership ties us to a retailer that is on record with a goal of increasing its store count by 250 percent, a growth that will help us extend our consumer reach — one of our key strategic objectives.” Condé Nast owns Fairchild Fashion Media, parent of WWD.
This story first appeared in the September 13, 2011 issue of WWD. Subscribe Today.