Of the many collaborations we heard this year, this one surprised us the most. Who would’ve thought—and imagined—that WalMart has teamed up with Condé Nast to produce a beauty magazine?
The publication behind Vogue and GQ, Condé Nast, secretly worked with WalMart to create a beauty magazine called Beauty Scoop.
With the overwhelming number of store catalogues and directories these days, it was only fitting for WalMart to take a different step in promoting its products. In a news that surprised everyone, America’s multinational retailer collaborated with Condé Nast, the publication behind Vogue, GQ, and Teen Vogue, to produce a beauty magazine that is being sold exclusively at WalMart.
Called Beauty Scoop, this 12-page glossy not only features models on the cover, but also sections that are commonly found in other magazines such as expert advices written by editors hailing from Glamour, Allure, and Lucky magazines. With this exciting section, who wouldn’t want to grab a copy of this?
Despite its huge success, we wonder what Time Inc., WalMart’s longtime publication partner, can say now that the retailer has turned its back on it for a trendier marketing approach. Beauty Scoop is also a secret kept from everyone since WalMart wanted to save this marketing tactic from other corporations.
The first issue of Beauty Scoop was released in July whereas its “Christmas Beauty” issue can now be nabbed at WalMart stores. Even if the future of this mini-magazine is unclear, we gave to commend WalMart for this impressive tactic. What do you think of this surprising collaboration between two giant firms?
[Photo Credit: Women's Wear Daily]