On the newspaper market in crisis, "Cosmopolitan" chooses to multiply the home licenses.
What might look like the scent of a woman who would be both funny and fearless? "Cosmopolitan" (Hearst) holds the answer: the notes of mandarin, bergamot and jasmine ...Square, round cap, the bottle bears a simple inscription: "Cosmopolitan". The juice is preparing to soon conquer the United States through a partnership between Hearst and marketing group IMG (acquired in 2013 by WME). Together, they are expected to open by the end of a chain of coffee shops "Harper's Bazaar" in the UAE. Already, recalled Monday the Financial Times, "Cosmo" and Hearst sold in July, a line of sunglasses in the UK.
Inject a universeThis indirect way of "injecting" the universe of "Cosmo", funny, sassy, uninhibited, and which combines beauty expertise, an intimate product a perfume is the latest example of declension of his mark by a media. "She" was launched in 2014 its own range of retail cosmetics.
EcosystemPioneer in the field of derivatives even if it does not sell the product home, John Paul Lubot, general manager of the group "Marie-Claire", is also convinced of the power of the brand universe: "We believe in strength and importance of an "ecosystem" for media brands. They must live, of course, through print, web, social networks. But also via derivatives that nourish and allow contact with the reader. It is also necessary to have global brands, conveying very strong values. "
Halting the erosion of salesNevertheless, the proliferation of licenses appears, for many titles, first and foremost as a way to stem the erosion of their traditional sources of income. While battling against the adoption of other uses, like mobile that captures more and more time to the consumer, and thus "hearing" to the media brands. In the UK, the five stars of Hearst titles, including "Cosmo" and "Good Housekeeping" and have seen their combined circulation decreased by 32% since 2000.
"I am a" Cosmo girl "The proliferation of home licenses panacea to stem the fall in sales? Interviewed by the 'FT', Bruno Maglione, Executive Vice President of WME-IMG, prefers to emphasize the identity approach: "Cosmo" is a brand that has a posture, and may appear as a guide to life for a certain type woman. At the point you can create a tribal identification way with a woman who affirm: "I am a Cosmo girl" -he believes.
