Marie Claire And Lanc[[special-character:(36)]]me Partner To Launch Beauty Academy

IPC Southbank’s Marie Claire is launching a new magazine and online franchise, The Marie Claire Beauty Academy, with premium beauty company Lancôme coming on board as its launch partner.

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, added: “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.”

The latest ABC consumer magazine figures, for January to June 2008, show that Marie Claire‘s circulation was down by almost 5% year on year, leaving it with a total figure of just under 317,000 (see ABC Results Jan-Jun 2008:Glamour Takes The Lead In The Women’s Monthly Sector).

IPC Media: 0870 4445000 www.ipcmedia.com