Condé Nast’s latest effort, Beauty Scoop, gives women loads of helpful tips and how-to’s for their beauty routine, reaches millions of readers every month, and features stories by editors of Allure, Glamour, and Lucky. And yet, unless you’ve stopped by a Wal-Mart lately, you’ve likely never seen it on newsstands.
That’s because Beauty Scoop is a collaboration between the mega-retailer and publishing company, WWD is reporting. Though it clocks in at just 12 pages, the six-month-old publication aims to be more an editorial “shopazine” than a catalogue.
Obviously, the main goal of Beauty Scoop is to move product, and to that end it, features Wal-Mart products and coupons. But it also includes original pieces by Condé Nast writers and editors, like a Twitter Q&A with a Glamour editor about “pretty girl problems,” and puts models rather than products on the cover.
If you’re thinking the collaboration sounds kind of strange, well, so does everyone else. The conservative retailer–which has previously banned mags like Maxim for not aligning with its family-friendly culture–does not exactly share values with the more liberal-leaning publishing house (not to mention the Obama-supporting editors who work there). And Wal-Mart already has a relationship with Time, Inc, via an exclusive distribution of Time publication All You.
But insiders say that Wal-Mart wanted Condé’s luxe touch. Neither Wal-Mart nor Condé Nast, whose name doesn’t appear anywhere inside the publication, will comment on the partnership. The benefits seem obvious though: Condé Nast gets a whole lotta money for producing the shopazine, and Wal-Mart chic-ly brings more attention to its beauty offerings, a recent focus of the company.
Still, we doubt we’ll see Anna Wintour contributing to Beauty Scoop anytime soon.