IPC Connect’s women’s weeklies have become the first mass-selling UK magazines in the UK to employ the sense of smell in advertisements. Innovative technology allows the readers to apply fragrance to be sampled by rubbing their hand across the advertisement itself.
The full-page ad campaign, for Lever Bros new mint flavour Jif Bathroom Mousse is running across Woman, Chat and Woman’s Realm .
Steve Hickman, IPC Innovator sales director, said: “This move represents a real coup for IPC and opens up a vast range of new opportunities for advertisers in IPC titles. Fragrance is the one way that clients can differentiate their products from rivals, and it means that IPC can offer advertisers another distinct USP when it comes to planning their media campaigns.”
IPC Media: 020 7261 6575
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