Marie Claire launches online ‘academy’
- Added:
- Aug 19, 2008
IPC Southbank’s women’s glossy Marie Claire is launching a new magazine and online franchise, The Marie Claire Beauty Academy, and premium beauty company Lancôme is coming on board as its launch partner.
The Marie Claire Beauty Academy in association with Lancôme, which launched in magazine and online to coincide with the brand’s 20th anniversary, will provide in-depth advice and tips for ‘the perfect beauty regime’.
The Beauty Academy will be a regular feature within Marie Claire magazine and updated weekly online during the seven-month partnership with Lancôme.
A Beauty Academy channel on the Marie Claire website will launch with beauty blogs and product reviews; a bespoke beauty diagnosis tool; and the opportunity to put questions to the UK’s best beauty experts, editors and consultants.
Going forward, the Beauty Academy website will continually evolve, with, for example, the addition of video masterclasses at the end of August.
Joanne Bletz, marketing director at Lancôme, said: “Through combining our consumer insight and cosmetic know-how, we have complemented each others expertise to build an exceptional academy dedicated solely to beauty. It will be a truly new territory of communication in the market place including a series of stand-out editorial formats in magazines and super didactic and interactive online advice tools that will build excitement for both Lancôme and Marie Claire.”
Richard Johnstone, Marie Claire publishing director, adds: “The Beauty Academy is yet another great initiative from Marie Claire; utilising Marie Claire’s renowned beauty expertise, meeting Lancôme’s marketing needs in a creative way and creating a franchise that readers and users will truly engage with.”