P&G creates digital beauty magazine

e-zine aimed to drive up manufacturer’s online offering

Procter & Gamble has launched a free monthly online magazine in the UK in a bid to grow its online presence. The new e-zine, Beauty Recommended, will be edited by former Grazia beauty editor, Annabel Jones, and will be sent to the one million consumers registered to P&G’s website www.supersavvyme.com

The e-zine will feature beauty tips and features based around P&G’s beauty brands including Olay, Max Factor and Pantene, as well as advice from P&G’s scientific experts, make-up artists and celebrity brand ambassadors. Readers will also be able to purchase products via a click to buy capability linked to on-line retail sites for Boots and Superdrug.