Fashion weekly Look has published its first native cover, as part of its ‘Be Beautiful’ month.
In a partnership with VO5, the ‘Be Beautiful Hair’ issue cover features VO5’s new Creation Hairsprays. The ‘Be Beautiful Hair’ issue’s native cover trails the VO5-sponsored hair feature with its shoot images and a coverline. In the sponsored hair shoot, Look’s beauty editor, Sam Freedman, puts the VO5 Creation Hairsprays to the test with styles including ‘chic updo’ and ‘party pony’.
Paul Cheal, managing director, Innovation Group, Time Inc. UK, says “Look’s Be Beautiful Month with VO5 is perfectly timed for party season.
We’re providing quality content for Look’s millennial audience and providing an excellent platform for VO5’s new launch.
“The native cover is executed seamlessly, ensuring it delivers both for VO5 and for Look readers at the newsstand.”
Other print activity in VO5’s month-long campaign includes a sponsored hair trends feature, a photoshoot in the Party Beauty Issue, plus a sponsored how-to video.
The Look ‘Be Beautiful’ month in association with VO5 runs until the end of November.