In all honesty, most people head to the supermarket to pick up veggies for tonight’s dinner, or some food for the cat. I can’t say I’ve encountered many who have headed into the big, predominantly food-stocked shelves on a mission to buy mascara. But, that’s what Coles supermarket is pushing with the release of it’s free Coles Beauty magazine (and huge savings beauty shelves-wide to match)!
Seventy pages and hundreds of beauty ideas long, this is the ultimate in clever supermarket branding. While peppered with ads, the information inside the handbag-sized Coles Beauty mag is targeted at all ages, with the opening feature, Great Skin at Every Age, proving short snippets of info next to a key product can sell. The images are all very clean and clinical, suiting the Coles ethos.
From what I can tell, all the products featured – advertising or otherwise – are stocked on the Coles shelves, including the dental care, shaving and beauty products. I particularly like Beauty’s Greatest Hits on page 40, where products such as Maybelline Great Lash mascara and Lucas’ Papaw Ointment are paid their deserved dues. The products were judged by Grazia magazine’s beauty editor – Tracey Withers, NW acting beauty ed – Katherine Moncrieff, and beautyheaven editor, Debbie Selikman.
Quizzes and a substantial number of pages dedicated to male beauty round off this fantastic free magazine. Pick one up at Coles now, or view it online.
And don’t forget to grab those Coles beauty savings while you’re there!
T x
pic: Coles online
