A FIRST FOR HEARST: Hearst Magazines Digital Media and OMD, an integrated communications agency, have teamed up with Estée Lauder for what they describe as the first Flipboard magazine created for a product launch. Set to launch today, the Estée Lauder Beauty Book not only highlights the science behind the Lauder brand’s newly updated Advanced Night Repair, but also offers fashion, beauty, health and lifestyle content from the editorial teams of Harper’s Bazaar, Elle and Marie Claire. Hearst also will create custom-developed content for the project.
“We all talk so much about the importance of bringing brands to life and translating them to consumers,” said Kristine Welker, chief revenue officer for Hearst Magazines Digital Media, who described the project as a multiplatform, content-based strategy that the company hopes to leverage with other clients going forward. “We’re creating synergies and connected content experiences across not only Hearst magazine brands, but also Lauder and Flipboard.”
This story first appeared in the August 5, 2013 issue of WWD. Subscribe Today.
Articles in the issue include “Get Beautiful While You Sleep,” which includes strategies for restful sleep, and “10 Ideas for Dressing for Summer Evenings.”
“Flipboard is a creative platform for engaging, entertaining and informing women who are interested in beauty and fashion,” said Gustavo Andriani, vice president, North America marketing for Estée Lauder. “The distinct voices and points of view from Elle, Harper’s Bazaar and Marie Claire will help jump-start the conversation around nighttime and skin care.”