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.