We thought Gwyneth Paltrow's July Bazaar cover was just a very delayed reaction to Iron Man - turns out it's part of a 40-page Estée Lauder campaign that continues within the magazine, just barely disguised as editorial.
The cosmetic giant placed the four faces of their new perfume, Sensuous, throughout the issue, even though the actual ads don't debut until fall. The move means a priceless Gwyneth cover for Bazaar and an insane amount of advertising for Estée Lauder before their ads, (which also feature Elizabeth Hurley, Carolyn Murphy and Hilary Rhoda), even hit.
This weekend, The New York Times asked if the partnership meant Hearst, (which owns Bazaar) was selling out, before admitting that it's actually a pretty smart move.
This morning, WWD reports an even cooler partnership between Marie Claire, (which is also owned by Hearst) and Ray-Ban. The two have commissioned five New York City artists to create billboards to promote Ray-Ban's new colored Wayfarers. And the magazine will also run three times more Ray-Ban ads this year than ever before.
The symbiotic relationship between fashion magazines and fashion advertisements has been losing steam as circulation has slowed for print publications and more companies turn to online advertising. So while at first these ad campaigns, whether subliminal like Estée Lauder's or in your face like Ray-Ban's, seemed a bit desperate, we actually think they're kind of cool - especially when real artists are getting into the mix and what used to be a boring ad gets taken to a new creative level.
We actually kind of love it, and we're sure Andy Warhol's probably giggling in his grave.
posted by guest
Jun 30, 2008 2:41PM
um there's nothing subliminal about the Lauder/Bazaar thing - the New York Times reports that the opening page of the well features the line “The faces of Estée Lauder’s new Sensuous fragrance wear the highlights of the FALL COLLECTIONS.” Hopefully ASME is taking note.
http://www.magazine.org/editorial/guidelines/