At first glance, it’s a collection of three mini (FASHION) magazines in a compact case. Open them up and it’s a set of three limited-edition makeup palettes that FASHION co-created with Canadian cosmetic brand Lise Watier. The Watier x FASHION Beauty Collection was made available online at lisewatier.com and in Shoppers Drug Mart and Pharmaprix stores across Canada.
The beauty collaboration came to life in a four-page co-branded beauty feature in the print edition of FASHION’s unique issue and via long-form content on fashionmagazine.com, video and social media content.
“The collaboration between FASHION and Lise Watier is a great example of content marketing and partnership at its best. A big thank you to our partners at Lise Watier and Groupe Marcell,” says Jacqueline Loch, former Group Publisher of SJC Media Women’s Group who recently moved into her new role as Executive Vice President of Customer Innovation for SJC Content. “The limited-edition product and the high-quality content strategy and execution engages with consumers in so many ways from inspiration to awareness, from conversion to e-commerce and in-store sales. This is next-in-class content marketing.”
As part of the co-branded execution, the program also included a custom behind-the-scenes video, how-to videos featuring Lise Watier makeup artist, David Vincent, digital articles, social media content for Instagram and Facebook, as well as a consumer contest.
The FASHION issue featured a first-to-market editorial execution – the “novelzine“- that intertwined an original short romance story about fictional character Odile with the magazine’s regular content on the latest beauty, fashion and travel trends. In addition to the co-branded makeup collaboration with Lise Watier, FASHION partnered with Coty fragrance brand Marc Jacobs Daisy and L’Oréal Paris hair, makeup and skincare brands on this unique magazine execution