COSMOBODY’S BOX: In the push to secure ever-more-vital print subscriptions and advertising dollars, magazines are rushing to form partnerships with brands in any way they can. In typical Hearst Magazines fashion, the company has expanded its relationship with Glossybox, an international beauty subscription service, across many of its titles. Last year, the service partnered with Harper’s Bazaar and O, The Oprah Magazine.
This story first appeared in the April 24, 2015 issue of WWD. Subscribe Today.
Glossybox’s latest partnership is with CosmoBody, a digital subscription fitness channel produced by Hearst’s Entertainment & Syndication division. CosmoBody, which launched in July, is part of the Cosmopolitan brand umbrella, which allows the fitness channel to market its service across those brand platforms. That’s the crux of CosmoBody’s deal with Glossybox.
The deal, which runs in May, gives Glossybox subscribers a box of products chosen by CosmoBody trainers, in addition to a monthlong trial with CosmoBody and a 40 percent discount to join CosmoBody. It costs $9.95 a month to join CosmoBody, which, according to sources, is struggling to grow its membership. Hearst declined to provide figures on the channel’s current membership.
CosmoBody will be dropping a one-time email to Cosmopolitan and CosmoBody email opt-in subscribers announcing the partnership with Glossybox. Products from the box — such as a facemask from GlamGlow, a gel cleanser from Clearista and a hairstyling spray from Sebastian Professional — will be publicized on social media as well as in CosmoBody videos, both subscriber videos and their free videos found on YouTube.
CosmoBody hopes to shore up more members for its part as well as potentially secure new advertisers. A spokeswoman from Glossybox told WWD that the partnership does not include an exchange of money, it’s cross-promotional.
“Magazines benefit from the increased reach,” said Elian Pres-Gurwits, president and managing director of Glossybox North America, who pointed to what he deemed a successful partnership with O magazine.
That partnership, which is ongoing, allows for prime or premier members of Oprah’s circle of friends to receive a curated box, along with other gifts. Pres-Gurwits estimated that O’s Circle of Friends has roughly 10,000 members, and a demographic that fits the profile of Glossybox users, namely a woman in her mid-30s who makes more than $80,000.
While it was well suited for Oprah superfans and garnered Glossybox 1,000 new subscriptions, sources told WWD that the Harper’s Bazaar partnership wasn’t as successful. Neither Hearst nor Glossybox would provide figures. The beauty company did offer that it has more than 200,000 subscribers globally.