WOMEN’s magazine Cosmopolitan and Procter & Gamble are partnering with each other in a global promotion for P&G’s anti-dandruff shampoo Head & Shoulders.
The promotion that gives Cosmopolitan’s endorsement to the product as ‘the secret to gorgeous hair” was developed by Hearst Magazines International.
It is appearing in 20 international editions of Cosmopolitan which Hearst said made it the largest international advertorial campaign to ever run.
Teaser campaigns for the promotion ran in the October issues of the magazine with advertorial highlighting how busy lifestyles can effect and “stress out” hair. It promised readers the solutions to the problem in the November issue which announced the Cosmo beauty department’s latest beauty fix discovery—Head & Shoulders. The partnership is being supported by a $1.5m TV ad campaign.
