The Indian edition of Marie Claire, the international women’s magazine for which Outlook Group has tied up with Groupe Marie Claire, is going to hit the stands in few days from now. The magazine is slated to be launched on June 1.
The tagline of the Indian edition, which will be Marie Claire’s 26th edition, was ‘Let me be me’, informed Suresh Selvaraj, Associate Publisher, Marie Claire. “Indian women need to ascertain her status and position in various facets of life. Keeping that in mind we selected this tagline for Marie Claire in India,” explained Selvaraj.
The unique concept of the magazine, which is blended with features on fashion and beauty, a strong editorial bank, and successful local associations are some of the key aspects that Selvaraj attributed as the factors that have led to the success of Marie Claire as a brand internationally.
The Indian edition, which will be a monthly, is priced at Rs 50 and will carry around 200 pages initially. Speaking about the content, Selvaraj said, “70 per cent of the magazine will be Indian content and 30 per cent will be international content. Marie Claire (India) has been thought and conceived with Indian women in mind and will be reproduced only for them.”
Fashion and beauty will form an intrinsic part of the magazine, besides there will be features on various issues. Apart from that, there will also be a section called ‘All About You’.
Without taking the names of other magazines in the same genre, Selvaraj was quite clear that Marie Claire would not be a relationship magazine, nor would it talk about ways to lure men. He said, “Marie Claire will offer what the readers want, what women want. The treatment that we will give to a story is going to make us stand apart. The visual appeal will be fantastic in the magazine. Our package is going to set us apart from other magazines.”
Profiling the Marie Claire woman, Selvaraj said, “The Marie Claire reader is an open minded, dynamic, self confident, modern woman. She is in the core age group of 25-35. She is urban, educated and professional and she has got very high disposable income, she is full of curiosity and imagination, she is also willing to reach out and explore the world, she is brand conscious too.”
With an initial print run of 60,000 copies, Marie Claire will sport an international look and style, though the content will be Indian.
Marie Claire has got 27,000 advertising pages every year (all editions put together). Fashion and beauty, lifestyle brands, apparels, fragrances, household appliances, electronic goods, automobiles, financial sector, fitness sector (spas and salons) are some of the sectors to advertise on the Indian edition of Marie Claire.
When queried about the marketing activities that will be initiated, Selvaraj didn’t divulge much, all he said was, “Apart from the conventional advertising, we will lay stress on below the line activities. We will follow the TG wherever they are.”
He concluded by saying, “Marketing will be a sustained activity throughout the year.”