UK-based Procter & Gamble has launched a free monthly online magazine in the UK in a bid to grow its online presence. The new e-zine, ‘Beauty Recommended’, will be edited by former ‘Grazia’ beauty editor, Annabel Jones, and will be sent to the one million consumers registered to P&G’s website www.supersavvyme.com.
“We’re building an online community of real women who are part of the team, trying out products and new trends, then sharing their reviews with the readers on film. It’s a step ahead of traditional magazines,” says Annabel Jones
The e-zine will feature beauty tips and features based around P&G’s beauty brands including Olay, Max Factor and Pantene, as well as advice from P&G’s scientific experts, make-up artists and celebrity brand ambassadors. Readers will also be able to purchase products via a click to buy capability linked to on-line retail sites for Boots and Superdrug.