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Esquire is taking the concept of a pop-up to the digital space.

At 6 a.m. today, the magazine will unveil “The Esquire Guide to Grooming” on Snapchat.

The channel will be live for 48 hours and will offer style and grooming tips targeted to the Millennial man for the holiday season.

A screen shot from the Esquire pop-up on Snapchat

A screenshot from the Esquire pop-up on Snapchat

Michael Mraz, director of content for the Hearst Men’s Group, said he pitched the idea to Snapchat four months ago and they decided to peg the content to holiday.

Giorgio Armani’s Acqua di Gio fragrance is the launch sponsor of the channel, which will feature two daily editions of editorial tips and videos on topics such as How to Hide a Hangover, Haircut Mistakes etc.

Mraz said that while the channel will offer truly useful tips, it will do so with a hint of humor, which is intended to hit home with younger guys.

The content will be housed on Snapchat’s Discover homepage, which Mraz described as the site’s publishing platform or newsstand.

Acqua di Gio will run conceptual ads on the Esquire page, but Mraz stressed that it is not native advertising. “There was no product integration put upon us although we did choose to include one product in the roundup,” he said.

The pop-up will also include two custom videos in addition to an article that teaches men how to wear fragrance without going overboard.

“This is a new way of storytelling,” he said, and targets a man aged 20 to 25.

Mraz said a lot of Esquire’s readers are not well-versed in the use of Snapchat so this initiative is designed to introduce them to the concept.

“We had 16 million unique visitors last month,” he said, “which was a new record. So we’re adding to the momentum.” In addition, the magazine’s video viewership grew by a whopping 1206 percent in October, the company said.

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