Vogue Carry Out Research Into Quality Monthlies

A survey carried out by RSGB on behalf of Vogue magazine has said that the top quality monthly magazines are the key to successful cosmetic and fragrance marketing and that newspaper supplement/reviews emerged as weak performers.

The main object of the research was to examine the dynamics of the cosmetic and fragrance markets, with 1,006 face-to-face in-home interviews conducted with ABC1 women aged 18-54 at 144 locations across the UK. The women read three out of four issues of either Vogue, Tatler , Harpers & Queen , Cosmopolitan , Marie Claire , Elle , New Woman , Company and Good Housekeeping .

Some of the findings of the report were as follows:

• 77% of respondents said that women’s magazines are more likely to make you try or buy a product. (Versus 4% citing newspaper supplements or newspaper magazine).
• 56% of those interviewed were influenced to buy fragrance by magazine scent strips and 53% by magazine advertisements and editorial features.
• The average amount women were prepared to spend on a fragrance was £37.13. The readers of Vogue are prepared to spend £40.17, ahead of Marie Claire at £37.45 and Cosmopolitan at £36.98. The Vogue woman buys an average of 4.15 bottles a year, compared to 3.67 for Cosmopolitan and 3.63 for Marie Claire.

Vogue are currently analysing the figures further and a full presentation will be available in the New Year.

Vogue: 0171 499 8090