Marie Claire In Aussie Haircare Promotion

Proctor & Gamble has partnered with IPC Southbank’s fashion and beauty magazine Marie Claire to promote the company’s Aussie Haircare shampoo range.

The deal sees the magazine running a series of in-magazine advertorials throughout the summer months, as well as an integrated online campaign at www.marieclaire.co.uk.

The partnership also sees Aussie Haircare taking on-line display space in key Southbank titles including Woman & Home, Ideal Home and Now magazine.

The theme of the campaign is how to have an Aussie UK summer experience, with advertorials providing a wealth of inspiration for readers on alfresco entertaining, enticing recipes for the barbecue, and perfectly pampered summer hair.

There is also an exclusive competition to win a long weekend away for ten at Rectory House in Gloucestershire worth £6,000, as well as tickets to be won for the celebrity-studded annual Aussie Summer Party taking place on June 21 at Conran’s Bluebird restaurant in Chelsea.

Online the campaign is supported by a range of sponsored features on travel, food and fashion, alongside expandable and skyscraper ads driving users to enter the prize draw to win tickets to the Aussie Summer Party and to enter the Marie Claire competition.

The partnership was developed by IPC Southbank Solutions account manager Juliette Carrington with Malka Fremder, planning manager at ZenithOptimedia.

Aussie Haircare’s Sally Henderson said: “IPCs creative response to the Aussie brief was outstanding and displayed their bravery to deviate from the successful formula which had been used for several years.

“Their pitch worked as a true integrated partnership both in the magazine and on-line demonstrating a clear understanding of the Aussie brand and personality. We are delighted as the campaign has already generated fantastic results – with that said we look forward to building on this relationship in the future.”

At the last ABCs, Marie Claire saw a 10% year on year drop in circulation, or almost 37,000 issues in real terms (despite a 1.1% period on period boost) to leave its total at 334,729 (see ABC Results Jul-Dec 2006:Glamour Leads Women’s Monthlies As Real Bows Out).

IPC Media: 0870 4445000 www.ipcmedia.com