ELLEgirl Secures Nivea To Sponsor Annual Model Search

Hachette Filipacchi has secured Nivea Lip Care to sponsor the annual ELLEgirl model search for the first time, alongside Storm Model Management and H&M for the second consecutive year.

The ELLEgirl model search launches later this month with the Nivea sponsorship running throughout the July to December issues of the flagship teenage fashion title. The deal also includes a joint logo, editorial mentions and a specially styled advertorial featuring the competition winner.

Retail partner H&M will also carry ELLEgirl branded magazine units in eight of its city stores across the country from 10 June until 7 July. These will see customers receive a free copy of ELLEgirl‘s July issue with every transaction of £15 and over.

Commenting on the deal, Helen Maxfield, marketing manager of Hachette’s teen and soap titles, said: “Nivea provides an excellent brand fit and the continued relationship with Storm and H&M means the promotion will be bigger and better than ever. The H&M in-store sales promotion will increase store spend, reward shoppers and encourage more entries to the competition.”

Nivea PR Manager, Ann-Louise Holland, added: “The ELLEgirl model search offers the perfect opportunity for Nivea Lip Care to convey its core brand messages and to educate teenagers about the importance of looking after their skin and lips at an early age.”

ELLEgirl went on sale as a monthly title for the first time earlier this year in an attempt to shake-up the increasingly competitive teenage magazine market. The decision to increase the magazine’s frequency from bi-monthly to monthly was taken last year as part of Hachette’s ongoing strategy to strengthen its teenage portfolio, which also includes Sugar and tvhits (see ELLEgirl Goes On Sale As Teen Style Monthly).

Hachette has yet to publish an offical circulation figure for ELLEgirl, but the magazine faces tough competition in the increasingly competition teenage market. The latest ABC results for the six months to December 2003 revealed a solid 20.4% year on year increase for Emap’s teen gossip magazine Sneak and an even more impressive 40% rise for Natmags’ baby glossy, CosmoGIRL!.

Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk

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