The developments are the first under new editor-in-chief Trish Halpin and follow the biggest and most in-depth research and development programme ever undertaken by Marie Claire. As well as revealing a striking re-design, Marie Claire will have new sections and franchises to excite and capture readers’ imaginations.
Key new elements include:
o A new inspirational shopping section, Straight into Style, translating trends and putting together complete looks
o The introduction of Heart & Soul, a new section providing a sophisticated approach to sex and relationships
o A wider breadth of feature topics reflecting the eclectic interests of readers
o New regular beauty features, such as ‘How to Look Expensive’, which will deliver practical and insightful advice to looking fabulous
o The return of food pages in the lifestyle section
Editor-in-chief Trish Halpin says: “This new vision builds on Marie Claire’s reputation for award-winning journalism and outstanding fashion. An injection of fun, a stronger emotional connection with our audience, and a fresh modern look will seal Marie Claire’s position as the UK’s biggest-selling fashion glossy.”
Publishing director Richard Johnstone adds: “All great brands constantly evolve and Marie Claire is no different. We’ve taken a longer-term view for Marie Claire and supported our new editor by investing heavily in the development of this new editorial proposition. The response we’ve received so far has been outstanding.”
Changes to the order and structure of Marie Claire have resulted in new opportunities for advertisers, including an ‘invitation only’ opportunity in the cover story and fashion well, says the publisher.
IPC Southbank will support the editorial investment in the new Marie Claire with £1million in marketing for the remainder of 2009. This activity will centre around a calendar of exclusive cinema preview evenings, supported by sampling, high visibility point of sale advertising and valuable covermounts.
About the research
IPC Media says: “The Marie Claire research and development programme was headed by IPC’s editorial development director, Andy Cowles, working with London’s leading research company, Human Capital. The qualitative research took place between February and June 2009 and interviewed more than 130 ABC1 women spending between two and a half and three hours with each respondent. The research included immersion sessions, media consumption focus groups, one-on-one shopping expeditions, editorial content workshops, lifestyle questionnaires and live retail cover testing.”
About Marie Claire
IPC media says: “Marie Claire is a worldwide icon with editions in 31 countries. It epitomises style and substance, with fashion and beauty content that embraces everything from catwalk to high street, and feature content that reflects both the fun and more serious sides of its readers' personalities. Marie Claire is published in the UK in partnership with French publishing company Group Marie Claire. The UK edition was 20 years old in 2008 and has a circulation of 314,259 (July – December 2008). In addition, marieclaire.co.uk has fast become the established daily news, fashion beauty and celebrity destination for the modern, thinking woman.”
