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Cosmopolitan UK launches student magazine

Cosmopolitan is launching an ad-funded spin-off of the magazine dedicated to students.

Cosmo on Campus will target 18 to 21 year olds across 65 universities in the UK, which include London Met, Leeds, Leeds Met, Manchester and Edinburgh and will be distributed by hand on campus.

The free 56-page magazine will launch in October with a print run of 250,000. NatMag is aiming to make the brand extension quarterly in 2011. Cosmo on Campus will include sections such as Confessions, Man Manual and High Street Hit List.

A microsite will launch within the Cosmopolitan website with additional features including offers, competitions and community links. The brand extension will also exist on Cosmopolitan’s Facebook page and through its Twitter Feed.

Louise Court, editor of Cosmopolitan, said: “We wanted to produce a free tailored version of Cosmopolitan that talks directly to the student population and gives them all the honest and intimate advice they can get from the monthly magazine, but tailored specifically to their lifestyle as an introduction to the paid-for glossy.”

Cosmopolitan unveils 3D lenticular special edition cover

The UK edition of Cosmopolitan magazine has launched a special collectors’ edition of its September 2010 issue, featuring a 3D cover in conjunction with Pantene Pro-V Aqua Light.

With a print run of 50,000, television presenter Cat Deeley, the face of the hair brand, appears on the cover, which when tilted by the reader shows her “swishing” her hair from side to side, mirroring Pantene’s “Make a Swisssh” campaign.

The campaign is also supported within the magazine via a three-page Pantene Pro-V Aqua Light promotion and a Confidence Confessions feature from Cat Deeley. Also appearing online at Cosmopolitan.co.uk, visitors will be redirected to Pantene’s www.make-a-swish.com. Here they can upload their own best-captured “hair swish” to enter a monthly prize draw.

Justine Southall, publishing director at Cosmopolitan, said: “Cosmopolitan is focused on long-term innovation. As such, we’re always looking for fun and creative ways to engage our readers and work with clients. Our lenticular cover has enabled us to do this perfectly by bringing Pantene’s campaign to life and providing real standout on the newsstand.”

Consumer events will also be launching at Boots stores around the UK in September. The campaign activity will culminate with presence at the Clothes Show in Birmingham in December. The special edition issue is available exclusively in Tesco stores nationwide.