Harper's Bazaar lifts sponsoring to new level |
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| Tuesday, 08 July 2008 | |
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Sponsoring or editorial? Fashion magazines often dedicate a few pages to new products from their advertisers, but Harper’s Bazaar
shows a new approach to this entangled relationship in its July issue. The high-end fashion magazine devotes a cover and fourty editorial pages to four celebrities and models who also star in the advertising campaign for Sensuous, a new frangrance from Estee Lauder. The stellar cast: Gwyneth Paltrow, Elizabeth Hurley, Carolyn Murphy and Hillary Roda.
The magazine presents lengthy personal interviews with the Lauder spokesmodels and glamourous photoshoots of all four of them. The opening title declares the intentions: “The faces of Estee Lauder’s new Sensuous fragrance wear the highlights of the FALL COLLECTIONS”. John Demsey, a group president of the Estee Lauder Companies, told the New York Times there was no quid pro quo for the expansive feature. He said he came up with the idea to include all four of Lauder’s fragrance faces in one issue of a magazine. Harper’s Bazaar seemed a logic choice because of the diverse ages of the celebrities involved. Some predict that other companies will demand similar editorial attention of the magazine now. |
