CHANEL, YM IN ‘GLAM’ VENTURE
Byline: Peter Braunstein
NEW YORK — Teen magazine YM has teamed with Chanel for an Internet promotion called “Get Glam.”
Under the new arrangement, a virtual makeover application, now accessible at the Web address ym.com/chanel/, allows YM.com visitors to “experiment” with the latest Chanel color cosmetics, enter a sweepstakes or purchase Chanel beauty products online by clicking through to macys.com.
While virtual makeovers are hardly a novelty, YM publisher Laura McEwen contended that the Chanel/YM online promotion is breaking new ground. “We have a different theory as to what works online in terms of attracting both users and advertisers,” McEwen told WWD. “We’ve found tangible ways to drive traffic. We think repeat visits add value as well as the fact that our users spend an average of 22 minutes on the site per visit.
“If we can use YM.com to link manufacturers like Chanel with retailers like Macy’s, then we have something no one else has,” McEwen maintained. “Chanel is an advertiser in YM — it’s an aspirational brand — but up to now, no one had been able to replicate their color palette online. Working with design studio Milkshake Media, we’ve been able to match their latest new colors,” she added.
Visitors of the Chanel microsite at YM.com can select hair and eye colors on a virtual “Chanel Girl,” and then try various lipsticks, lip gloss colors, eye shadow, nail polish and mascara on that model. When they find a combination they like, users can print out their selections and bring them to any Chanel counter.
In its efforts to attract teen users, and advertisers, the YM.com has been following in the footsteps of its successful hard-copy parent YM — a magazine with a circulation of 2.2 million, which actually saw an ad page surge over the course of 2001. YM.com, meanwhile, says it has been attracting 650,000 unique visitors a month, while the YM/Chanel microsite has attracted 60,000 visitors since its launch on Nov. 26, and has logged 20,000 sweepstakes entries.
McEwen credits those traffic figures for attracting advertisers to the Web site. “We decided not to sell advertising on the site until we had something to offer,” she explained. “Now beauty advertisers are coming to us: Maybelline, L’Oreal and Coty.”