The power of value – how a free highlighter revived print and boosted beauty
The genius marketing and PR strike hits a shocking milestone as the brands November print clears the shelves faster than ever. Elle magazine along side Charlotte Tilbury have partnered together creating one of the most searched for issue of the year to date.
As the country is still in battle with an economic crisis, they accompany the magazine with a ‘free’ highlighter sick. The set price for this was £7.99, the original wand highlighter is sold for £30, leading the public to go mad for an absolute steal. Strategically made, the timing is impeccable. The November budget cut has crept up – and as the nation prepares for Christmas, everyone is on edge.
Both Elle magazine and Charlotte Tilbury have received their highest number of google searches for their brand over the last week than what they had for the last 12-months. Alongside gaining more brand visibility, it builds conversions and trust with there audience. Ultimately progressing to sparking the opportunity for a deeper customer engagement.
Charlotte Tilbury have received more recognition from this marketing campaign than Black Friday and Christmas last year. This shows how enormous the impact has been. Significantly for Elle magazine, this move has been the biggest deal for the brand in the last five years.
The strategic planning and production of this collaboration couldn’t have been a better success for both brands. As this ‘one of a kind’ remains sold out in a variety of shops across the UK, those in search are eager as ever to get their hands on their very own.
Many have pointed out the link of this to moments in their childhood. The nostalgia, something this generation simply can’t get enough of. The comparison is obvious to glamour magazine that would once include a free gift.
The campaign touches on aspects of when we were younger, a ‘shout’ magazine and an ‘animals and you’ were thrilling to receive and pick out. All that and more, would include something free and exciting but exceptionally paired with their target audiences.
Hopes are high with souring brand sales, although it’s currently hidden just how many copies are made. Certain shops will only receive a particular amount and this is simply not an enough to meet the demand, with customers resorting to searching multiple stores until they find one. The exclusivity is a great advantage for the brands and lucky customers.
The collaboration was intentional and perfect. The value by association is hugely important here as for Charlotte Tilbury there are hundreds ‘dupes’ to there well known products. The public have been more likely than ever to reach for these products over the ‘original’ thinking that these dupes may be better quality as a lower price point. Therefore as Charlotte tilbury associates itself with Elle magazine and harpers Bazaar, it has elevated the way that people view their brand.
As print magazines hit an all time struggle for sales, associating themselves with Charlotte Tilbury benefits both parties. Intentionally so with a brand that always goes viral on social media, they are increasing their value by association so that people that buy this product and therefore more inclined to buy the magazine and potentially even subscribe.
Overall, I believe the Elle magazine and Charlotte Tilbury collaboration proves the extent of how powerful a well timed and value packed partnership can be. By pairing a sought after product with a nostalgic print moment, both brands hit all time highs. This being said I think this will inspire more brands and magazines will follow in this direction.
