Beauty products are one of the brand categories that make optimum use of magazines across the globe. International brands usually have a set integrated marketing communication plan which gets altered as per the various markets. Natalie Gershtein, General Manger, Garnier India was one of the key speakers during the ‘Magazines – The Power of Engagement’ panel discussion in Mumbai. The event is an initiative by Association of Indian Magazines (AIM) in partnership with exchange4media.
Gershtein, believes that endorsing beauty products through magazines is the best option to each out its key consumers and potential consumers. Before joining Garnier India Gershtein was with L’Oreal Paris and leveraged magazines for various levels of communications. Gershtein presented one of the effective properties that L’oreal Paris hosted in partnership with one the most popular woman’s magazines Femina.
In order to celebrate 40 years of brand success L’oreal Paris looked upon engaging the brand customers at a very different level. L’oeral Paris wanted to come up with a big idea using the brand tagline ‘Because your worth. L’oreal Paris after a detailed research decided to partner with Femina.
The L'Oreal Paris Femina Women Awards was one of the biggest properties that a beauty range had rolled out in the recent times in India. L'Oreal Paris Femina Women Awards 2012, honoured 19 exceptional Indian women - the best in their domains of expertise ranging from art and cinema to education and social activism, and many more. “Endorsing about substance” is what was the focus was on.
The event created only a buzz amongst the women in big power but also created a lot of interest in the minds of readers of Femina. Gershtein mentions that integrating brands that can scale up the brand awareness and brand image is very important. For L’Oreal partnering with a magazines worked best because of the dynamic brand messaging it had. The property later was promoted across various platforms such us outdoor, mall activities, public relations and digital.
What works for a brand ‘because it is worth it’ is the core idea of taking the brand engagement to a very specific and effective sent of audience. Brands should look at doing such strategies by partnering with effective mediums such as magazines, because it will be indeed worth it.