Hearst Fragrantly Upgrades A Few Of Its Glossies
The November issues from Hearst this year will be fresh as daisies…literally! Select print subscribers to Cosmopolitan, Elle, Marie Claire and Seventeen will get the added bonus of a pod-like strip near the spine of the glossy, containing two sample vials of Marc Jacob’s Daisy fragrance. A clear upgrade from the scented oil strip insert and a step above the 1 milliliter sample given out by stores, this 2.5-milliliter vial should last ’til next month’s issue lands in your mailbox. How long has this initiative been in the works? Hearst and Fragrance Marketing International have been developing and perfecting the product for the past 10 months. As Coty has been focusing their budgets on rolling out Honey, Jacob’s newest perfume, the inclusion of Daisy for subscribers is timed to roll out during the busy holiday shopping season. How about the hommes? Expanding to titles like Esquire (or, say, Town & Country) isn’t out of the question, we’ve been told. Nor is including samples of skincare, hair care and even cosmetics with the glossies. Bring on the samples!