The cover, which fronts the Be Beautiful Hair Issue, in association with VO5, features VO5’s new Creation Hairsprays.
The new VO5 Creation Hairsprays are a range of lightweight brushable hairsprays designed to create a look rather than just finishing it, says Look. The range includes three variants - Dramatic Volume, Voluptuous Waves and Sublime Sleek - which are now available in Superdrug.
The Hair Issue’s native cover trails the VO5-sponsored hair feature with its shoot images and a coverline promising readers ‘their best party hair ever’. In the sponsored hair shoot, Look’s beauty editor, Sam Freedman, puts the VO5 Creation Hairsprays to the test with styles including ‘chic updo’ and ‘party pony’.
Paul Cheal, managing director, Innovation Group, Time Inc. UK, says: “Look’s Be Beautiful Month with VO5 is perfectly timed for party season. We’re providing quality content for Look’s millennial audience and providing an excellent platform for VO5’s new launch. The native cover is executed seamlessly, ensuring it delivers both for VO5 and for Look readers at the newsstand.”
Other print activity in the month-long campaign for VO5 includes a sponsored hair trends feature and photoshoot in the Party Beauty Issue. Sam Freedman will also front a sponsored how-to video.
The Look Be Beautiful Month in association with VO5 runs until the end of November.
