think smart look amazing 1 think smart, look amazing
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Think Smart Look Amazing
1
Think smart,
Look amazing
Think Smart Look Amazing
Great success in 2010Great success in 2010
Normal + pocket size: +15% vs y-1Kaiyuan retail survey: ahead of Vogue and Bazaar
The 1st international 100% beauty magazineTV + website + magazine trinity platform - interaction
Iconic fashion event – incredible market impactThe bridge of top fashion brands with consumers
www.marieclairechina.comViva e-magazine
Think Smart Look Amazing
High quality of local production (>90% in fashion)=>Strong relevancy to Chinese readers
MC is now 4th choice for Top 15 fashion clients, above Cosmo
MC FashionMC Fashion – aspiring yet accessible – aspiring yet accessible
Think Smart Look Amazing
MC BeautyMC Beauty - - authoritative yet practicalauthoritative yet practical
Leading beauty trend and consumption behavior
China beauty market reference
Think Smart Look Amazing
MC FeatureMC Feature – – broaden your horizon yet relevantbroaden your horizon yet relevant
Marie Claire distinguishes itself with must read stories that cover a breadth of topics reflecting the
eclectic interests of the discerning 21th century women.
Think Smart Look Amazing
The leading brand for fashion innovationThe leading brand for fashion innovation
Marie Claire Style China 2010
More than 30 top fashion brands participated Over 100 Super Stars, models and celebrities
presented Over 150 Media full exposure on websites, TV, newspapers and magazines
Over 800 advertisers join the ceremony
Iconic fashion event - incredible market impact in 2010
incredible market impact
Think Smart Look Amazing
PEB – The most authoritative beauty awardPEB – The most authoritative beauty award
20112011
Think Smart Look Amazing
120P Fashion Trend Book: March / Sept120P Fashion Trend Book: March / Sept
Trend book - Showcase the seasons key trends and the very best clothing and accessories
Think Smart Look Amazing
120P Watch & Jewelry Special: 120P Watch & Jewelry Special: May & Nov
Interpretation to the latest trends of Jewelry & watch, and fashion accessoriesPractical tips about how to buy jewelry and watches
Think Smart Look Amazing
Wedding special in May and October
Introduction of the most practical tips to new couples
Think Smart Look Amazing
February
Love
March
2011 Fashion S/S
2011 Fashiontrend book
January
Luxury issue
April
Beauty Carnival
June
Lightness forSummer issue
July
Special men Issue
May
Wedding
Watch & Jewelry+fashion accessories
August
Environmentalist
MC Style China 2011
Month
Main book
Supplement
Month
Main book
Supplement
October
Love ourselves
Win women + In-book wedding
supplement
November
Travel Issue
Watch & Jewelry + fashion accessories
September
2011 FashionA/W
2011 Fashion trend book
December
Anniversary
Month
Main book
Supplement
2011 Marie Claire Editorial Calendar2011 Marie Claire Editorial Calendar
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Ipad / Iphone versions E-magazine on monthly basis
Marie Claire Beauty
No. 1 Internationa
l 100% beauty
magazine
Think Smart Look Amazing
MC Beauty - Turning monthly 2011
Value for moneyValue for money
Beauty fans’ must-haveBeauty fans’ must-have
Entertaining & innovative
Professional & practical
Interactive
Think Smart Look Amazing
Who are the readers of MC beauty?
• Always passionate and curious with high sensibility on beauty products.
• They are willing to learn all the practical beauty and skin care skills. Hoping to become a trend setter or beauty pioneer.
• They are eager to try new beauty products, and would like to share and exchange their comments. Internet is one of their favorite platforms for interaction.
They are active beauty fans, 25 in average They are active beauty fans, 25 in average
Think Smart Look Amazing
Interaction starts from sample trial
On-pack new cosmetic product On-pack new cosmetic product samplessamples
Further interaction for extra prizesFurther interaction for extra prizes
Readers encouraged to go to Readers encouraged to go to www.marieclairechina.com for for
registrationregistration
And to share and exchange after trialAnd to share and exchange after trial
Partnership with No. 1 beauty programPartnership with No. 1 beauty program
Think Smart Look Amazing
The No.1 beauty community with interesting interaction, large of beauty products, you will love to share with authorized beauty experts and thousands of beauty elites.
Beauty Experts + Beauty Elites + Beauty Fans
Written by thousands of beauty fans
MC BeautyMagazine
MC BeautyMagazine
MC Beauty CommunityMC Beauty Community
MC Beauty Elite
Institute
MC Beauty Elite
Institute
Exclusive beauty video shooting by MCTV team
MC Beauty community
Think Smart Look Amazing
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护肤系Skincare
彩妆系Makeup
美发系Hair
美体系Body
健康系Health
MC Beauty Elite Institute
• 74% are eager to trial new beauty products• 64% would like to share and exchange their comments• 43% have bought the beauty product online
Already 39,450 Online Students
Think Smart Look Amazing
Hierarchy of Needs by Maslow could explain why MC Beauty Institute works
To be a member of beauty community and communicate with beauty expects and elites and share her thoughts
Continued upgrading to collect points, which represent her position. Based on her online behavior, she will gain related benefits (trial, real product, comment published on magazine, participate MC TV programs, etc)
She will represent more girls, she has power to influence more people. She is a leader of thousands fans
Why those girls love to join MC Beauty Institute?
Think Smart Look Amazing
As a MC Beauty Elite, having more exposure on MCB, TV, MC studio, Website, and obtain brand sponsor
By sharing beauty tips, getting the coach by beauty experts, having more chance to join the brands’ offline events.
Graduating from Institution with more and more fans. Helping to answer online questions regarding to beauty / skincare
6. Gradu-ation
6. Gradu-ation
7. Elite7. Elite
Submit the trial report and get more points for exchanging more benefits
4. Junior4. Junior
5. Senior5. Senior
Purchase MCB and get the information of Elite Institution & Beauty Products
To be a freshman and choose a beauty product for trial
Go to website and recruit to MC Beauty Elite Institution Acquire credits through beauty testing
The top 10 beauty tips would be put on the magazine with the student photo
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The working flow of users experience in beauty elite institute
Think Smart Look Amazing
Leading the trend of digital readingLeading the trend of digital reading
2010 Viva flow-in rate/edition> 320,000
• “MCB newspaper” on mobile, launching in January 2011- Cooperation with three leading mobile operators- 8 editions /month=5yuan- Double exposure for beauty brands
“Palm MCB” on mobileViva platform + MCB mobile newspaper
Think Smart Look Amazing
25%25% make up
12%12% fitness, diet , health
11%11% celebrities, beauty trends and others
12%12% hair care
15%15% perfume, body care, etc
25%25% skin care
MCB Year 2011 editorial structure
Think Smart Look Amazing
January: New year new look
February: Smart skills of makeup
March: Pink
April: Glorious skin
May: Green beauty
June: Beauty elite institute special
July: S ( S shape, sexy..)
August: Cool of skin
September: seasonal hair care
October: High-tech beauty
November: Happy shopping (Cooperation with a few strategic shopping malls)
December: Year-end lab test + perfume calendar
Key topics you can’t miss…Key topics you can’t miss…
MCB Year 2011 Editorial Highlights
Think Smart Look Amazing
1.3
1.1
1.21.1
0.5
0.3
0.1
1.31.2 1.2
1.2
0.5
0.20.2
0.0
0.5
1.0
1.5
2.0
Ray Lady MC Beauty COSMO BAZAAR UP CECI BITEKI
Jun.2010 Sep.2010
1) Survey conducted in September 2010, covering BJ / SH / GZ / HZ / SY / NJ / WH / CD / SZ / CQ
2) MC Beauty ranking ahead of many international fashion magazines just after the launch.
+13.9%
Kaiyuan – Sept 2010
Think Smart Look Amazing
Appendix
Think Smart Look Amazing
Marie Claire Marie Claire Beauty
Cover price RMB 20 / monthly RMB 10 / monthly
On-sale date 10th / nationwide 25th / nationwide
Reader’s average age
30yrs 25yrs
The percentage of beauty column in the magazine
A well mixed fashion magazine of Beauty, Fashion, feature and lifestyle sections. Beauty content accounts for 20% of the entire magazine.
100% dedicated to beauty aiming to meet with beauty lovers needs. Complete and comprehensive content including the skin care, make up, hair care, perfume and body care, health, etc.
Style positioning of the Beauty content
Authoritative; professional; trendy.
Vivid; practical; entertaining; interactive
Uniqueness The global well known Marie Claire PEB Awards and Greater China Award is considered as the most authoritative beauty award in China.
It’s a magazine that you can play with, readers are always encouraged to share, exchange and interact. It’s No.1 beauty paradise provided with a trinity platform of magazine, TV and website.
Circulation strategy
Strong leadership in the 1st tier cities, while quick developing in the 2nd and 3rd tier markets.
Attacking 1st-tier cities, and rapidly penetrate the 2nd and 3rd tier markets taking the advantage of cover price.Yearly sampling strategy only available to MC beauty