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Cosmo’s Latest Cover Is An Ad That Peels Off

Cosmo’s Latest Cover Is An Ad That Peels Off
Advertising

May issue of Cosmopolitan magazine will feature a peel-away cover sponsored by L'Oreal Paris.

Tiffany Nesbit
  • 2 april 2014

Cosmopolitan magazine, known for it’s risque articles, is no stranger to controversy. The upcoming May issue, featuring a peel-away cover entirely sponsored by L’Oreal Paris, is bound to get people talking and perhaps not in a good way.

When Cosmo subscribers get their May issue of the magazine, the first thing they will see is a peel-away cover with model Robyn Lawley. It says things like “For more amazing lips, turn to page 94,” referring to the L’Oreal gloss worn by the model, and “Score $500 worth of L’Oreal Paris makeup.” In addition, the inside of the cover shows a full page ad for L’Oreal’s new mascara. And L’Oreal has 10 additional ads throughout the issue.

Behind the peel-away cover is the cover that newspaper stands will sell. It features actress Kaley Cuoco and says ” Kaley Cuoco Sweeting- living the dream,” presumably referring to her recent marriage. The other blurbs on the front of this cover also prelude to the editorial content that awaits readers inside.

While Cosmo is not the first magazine to use a peel-away cover, it is the first to have the peel-away cover be part of an ad buy, and that’s where the heat is coming from. Cosmo Editor-in-chief, Joanna Coles, remains firm that the dual covers are in line with the guidelines of The Association of Magazine Media; Chairman of that association is none other than Michael Clinton, marketing and publishing director of Hearst Magazines (Cosmo is also a Hearst product).

However you feel about the surprising advertising technique, you can be sure Cosmo won’t be the only magazine to use it. In fact, Harper’s Bazaar‘s May issue will be all beauty. Cosmo will also release an undisclosed cosmetics company sponsored peel-away cover this fall, and a fragrance firm sponsored peel-away cover in early 2015.

Cosmo

[h/t] Women’s Wear Daily

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