The editors of Marie Claire have launched their first pop-up magazine called Branché, which loosely translates to “plugged in” in French. The magazine will be distributed by Hearst employees on Thursday, Friday, Saturday, Monday and Tuesday of next week. Staffers will disseminate 30,000 total copies in well-trafficked areas of New York such as Times Square, as well as in trendy neighborhoods such as SoHo and Williamsburg in Brooklyn. The 40-page magazine is comprised of 20 ad pages and 20 edit pages, and is similar to BlackBook magazine as it’s an insider’s guide to New York style, culture and food and nighttime hot spots.
Branché is paid for by the advertisers, meaning it didn’t cost Marie Claire or parent company Hearst a dime to produce. Advertisers in the launch issue include H&M, Guess, Macy’s, Giuseppe Zanotti, Seiko and Amazon Fashion. Although they don’t have feedback yet, Marie Claire already have plans for a second edition of Branché, which will hit in early fall. Readers can give feedback via an online survey at marieclaire.com/branche, or they can interact with Marie Claire staff, all of whom will be publicizing the magazine via Twitter, Facebook and Instagram.
Parsons to Honor Jason Wu and Hugo Boss at Upcoming Benefit
Parsons The New School for Design will honor Parsons alum Jason Wu and German fashion house Hugo Boss at the 2014 Parsons Fashion Benefit May 21. It will be held for the first time in The New School’s state-of-the-art University Center at 63 Fifth Avenue in Manhattan. The Parsons benefit, now in it 66th year, raises funds for scholarships at Parsons. The benefit also features a runway show of select collections by graduating seniors and the naming of the Designers of the Year.
Wu and Boss are being recognized for their significant contributions to the field of design. Wu launched his namesake collection in 2007, and his designer collection is currently sold in 150 doors around the world. Last June, Wu was also named artistic director of Boss Womenswear. He joins past honorees Donna Karan, Reed Krakoff, Francisco Costa, Diane von Furstenberg and Marc Jacobs.
Vloggers Winning Online Battle of the Brands
The numbers don’t lie — when it comes to beauty content on the Google-owned YouTube, vloggers like Michelle Phan are smashing major brands. Beauty vlogger Michelle Phan’s “Matte About You” video posted on her YouTube channel on March 7 already has 1.2 million views, a norm for her. Then there is MAC Cosmetics, whose most-watched video so far this year is “Viva Glam — Behind the Scenes With Rihanna.” It has received more than 58,000 views since early February.
A surprisingly small percentage of beauty videos on YouTube come from the leading beauty houses. Of the platform’s 14.9 billion beauty-related video views, just 3 percent come from these companies, while 97 percent of views are for independent content creators. It could be argued that it’s more difficult for a brand to build the human connection the way independent creators excel, even though these companies have large budgets and marketing muscle behind them. These vloggers also offer an unbiased credibility that major brands can’t offer. If Sephora tells you it’s the best new product, you may or may not believe it.
Companies are living off the legitimacy of these independent creators, while still maintaining a presence in the YouTube ecosystem through branded pages from Estée Lauder, Bobbi Brown, MAC and others. Bobbi Brown’s I Love Makeup channel has become the number-two branded beauty channel on the platform in terms of views per video.
– Selicia A. Walker
Source:WWDSee the Top Ten Summer 2016 Trends for Women Over 40
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