Fronted by the face of Pantene Pro-V Aqua Light, Cat Deeley appears on the 3D lenticular cover which, when tilted by the reader, shows Cat Deeley ‘swishing’ her hair from side to side. The cover has been created to mirror Pantene’s ‘Make a Swisssh’ campaign.
The special edition (50,000 copies) will be available exclusively in Tesco stores nationwide. When purchased, the consumer will receive a free travel-sized Pantene Pro-V Aqua Light shampoo and conditioner and a £1 voucher which can be redeemed against any other product in the rest of the Pantene Pro-V Aqua Light range.
The campaign is supported within the magazine via a three-page Pantene Pro-V Aqua Light promotion and a Cat Deeley ‘Confidence Confessions’ double-page feature within the ‘Beauty Bible’ section. Both the promotion and the feature appear in all September issues of Cosmopolitan.
The campaign will also feature heavily on Cosmopolitan.co.uk for five months from which users are directly to a hub of ‘swish’ activity (www.make-a-swissh.com) where they can upload their best-captured hair swish to enter a free monthly prize draw. A ‘swish’ game will also be launching in September along with consumer events, which will be taking place at various branches of Boots in the UK. Activity will culminate with presence at the Clothes Show in Birmingham in December.
“Cosmopolitan is focused on long-term innovation. As such, we’re always looking for fun and creative ways to engage our readers and work with clients,” said Justine Southall, Publishing Director at Cosmopolitan. “Our lenticular cover has enabled us to do this perfectly by bringing Pantene’s campaign to life and providing real standout on the newsstand.”
The Cosmopolitan team oversaw the creative execution of the shoot with Cat Deeley from which content has also been published in SHE, Company, Reveal, Zest and Good Housekeeping.
About Cosmopolitan
Cosmopolitan says: “Cosmopolitan magazine, published by The National Magazine Company, has a circulation of 430,353. A magazine for Fun, Fearless, Females, it celebrates fun, glamour and a passion for life and inspires young women to be the best they can be.
Cosmopolitan.co.uk has 694,000 unique browsers and 8.5 million page impressions (Omniture July 2010).”
