Cosmopolitan's May issue which features a peel-off cover that merges advertising with editorial content in a not-so-subtle way.
The cover features model Robyn Lawley and is entirely sponsored by L’Oréal, with lines directing readers to page 94 for “more amazing lips”, and a contest to win US$500 worth of L’Oréal Paris make-up. The inside of the cover features a full-page ad for its ‘Silkkissime’ mascara while the rest of the magazine has 10 additional L’Oréal ads.
The cover, which is only available to subscribers, peels off to reveal a second cover showcasing Big Bang Theory actress Kaley Cuoco; this is the one that copies sold in stores and newsstands will carry, and will go on sale 8 April.
Cover wraps aren’t unique to magazines–other US and European publications have used it, but Cosmopolitan is the first to utilize it as part of an ad buy.
Cosmopolitan’s Editor-in-Chief Joanna Coles maintains that the cover is within The Association of Magazine Media (MPA) guidelines, stating that both covers were the idea of her editorial team. Michael Clinton, Chairman of the MPA, happens to be the president, marketing and publishing director of Hearst Magazines, who owns Cosmopolitan.
It seems the cover has started a trend–Harper’s Bazaar’s May issue is devoted to beauty, while Cosmopolitan has lined up two more cover wrap issues in the fall and early 2015, with the first backed by an undisclosed cosmetics company and the second sponsored by a fragrance firm.
What do you think of magazines using covers to sell products? Do you feel it is alright or is it too blatant?