Marie Claire and Sephora are teaming on a sampling campaign with a little something extra.
Roughly 100,000 Marie Claire magazine subscribers (most of whom are in top Sephora markets) will receive their October issues with a custom outsert Sephora dramming cover. The dramming container can be brought to any Sephora and used to sample any product in store, noted Nancy Berger Cardone, vice president and publisher of Marie Claire. As well, 15,000 copies of the magazine with the sampling container will be sold at Barnes & Noble.
“We all know that sampling drives sales, so we are always thinking about how to get products in consumers’ hands,” said Cardone. “This program goes beyond typical sampling, because consumers can literally sample any product Sephora carries. And as part of Marie Claire’s larger beauty initiative, readers can also sample three additional products featured on our promotional beauty page.”
Marie Claire’s October issue is traditionally the magazine’s largest in revenue, said Cardone, with this October’s issue up 11 percent in revenue over 2014.
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“Our Let’s Beauty Together campaign is about bringing a dynamic beauty community together in our stores and using our breadth of services as a method of discovery,” said Deborah Yeh, senior vice president of marketing and brand for Sephora. “We loved the idea of the onsert with the sample container as a creative and fun way to drive customers in-store to experience all that we have to offer, and give them the opportunity to work with our beauty experts to choose the sample that’s just right for them. The Sephora customer is the Marie Claire reader — youthful, smart, and influential — which is why we felt they were the right partner for this program.”