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BEAUTY ANNUAL

THEbeautyBOOK

beautyTHE BOOK

Magazine ProsPectus

Lauren Gatcombe • caitLyn koLakowskimeGan madden • becky neems • eLizabeth Pierson

© 2014 University of Missouri - ColumbiaMissouri School of Journalism

Magazine Publishing

7 Purpose

contents

2014 / THE BEAUTY BOOK 3

9 Editorial Philosophy

19 The Beauty Book Voice & Content

31 Across Platforms

38 Competition

49 Launch & Marketing

53 Advertising Plan

The Beauty Book is the annual beauty trend forecast for every generation of real women. With product reviews, age-appropriate beauty and health advice, and profiles of the women you aspire to be, this is the one magazine you, your mom, your grandmother and your daughter will all learn from and share. Women everywhere want to beautify their lives. Learn from experts and the generations of beautiful women who have come before you with The Beauty Book.


purpose

The Beauty Book was born from a desire to make the conversations women have with one another about beauty and health into a tangible product. The Beauty Book isn’t stuffy. It doesn’t tell you how much prettier you could be. It isn’t full of runway models. The Beauty Book celebrates you and your mother and your grandmother and all your girlfriends.

What you read in these pages will sound familiar. That’s what we want. It’s the conversations you have every day with the women in your life, but now you can keep that trusted advice forever.

Nothing like The Beauty Book exists today. Sure, magazines have special, yearly issues that feature more-than-normal amounts of fashion or beauty. But those special issues are now lining your recycling bin. The Beauty Book is timeless and has tips that won’t fade like last season’s trends. This is a high-quality book-like magazine that you will come to rely on for your trusted beauty needs. Buy it once a year, but reference it often.

The creators of The Beauty Book believe in the power of sharing stories and passing things on to others.


editorial philosophy


Women who read The Beauty Book want a magazine to cherish all year that contains health advice, product reviews, and tips from everyday women.

In February 2014, The Beauty Book conducted a readership survey that asked more than 100 women of all ages about their daily routine, purchasing habits and the places they turn for beauty advice. The responses to that survey are detailed on the following pages.

our readers

Children 42% Yes53% No 5% No response

Brand loyalty40% Always trying new brands 47% Use same products always 13% Buy whatever’s on sale

*Seventy-six percent wear makeup almost everyday.

Dollars spent monthly on beauty products 64% $10-20 33% $50-1003% More than $100

Location makeup purchased65% Drugstore48% Department store 55% Franchises such as Ulta or Sephora11% Online or home shopping networks

Other publications readAllureGlamourLuckyMartha Stewart LivingMoreRedBookSelfWomen’s Health

*Among our readers, 82 percent visit sites for health and beauty information on a regular/semi-regular basis.


47% Professional

11% Private

business owner

36% Student

6%Retired

2014 READERSHIP SURVEY

15% 18-29

13% 50-59

8% 60+

30% 40-49

34% 30-39

Occupation Age

Reading The Beauty Book should feel like you’re talking to your best friend. Our stories are relatable, easy to understand and nonjudgmental. We know you want to learn, and maybe you have questions you’re embarrassed or scared to ask. The Beauty Book is the place to ask (and get answers) to all the beauty and health questions you have no matter your age.

our voice



beautyTHE BOOKT he Beauty Book is the first publication of its kind — a magazine that comes out once per year and has custom content for nearly every age of beautiful women.

We don’t intend to replace the other beauty magazines you read. In fact, we think those complement what you’ll read here.The Beauty Book, however, isn’t something you read once and throw away. The information you’ll find here will be useful to you for years to come. Read it, keep it on your nightstand or coffee table, and reference it often.

What makes us unique is the idea of sharing. As editors looking to start a new publication, we thought about what was most important to us and our beauty routines.

Turns out, the advice our mothers and grandmothers gave us has proven to be what we repeatedly go back to.

We decided to put that idea on paper. The tips and tricks in this annual magazine are directly inspired by the generational advice shared between mothers, grandmothers and daughters.

For the first issue, we relied on our own experiences, but for future issues, we hope to hear from you. Go to our website or connect with us on Twitter to share your own stories. What beauty regimes do you do that your mom taught you? What’s the first product you’ll definitely buy for your daughter.

With The Beauty Book, you’ll have access to the same advice passed around your family but on a bigger scale — what could be better than that?

Our content is divided by ages so that every woman finds something useful. But advice is multi-generational, so be sure to read it all. You’ll learn from women younger and older than you.

EDITORIAL STAFFLauren Gatcombe Caitlyn Kolakowski Megan Madden Rebecca Neems Elizabeth Pierson

CREATIVE DIRECTOR

Raquel Mendez

DESIGNERS

JeongAn Choi Lauren Elliott

CONTACT221 S. Eighth St.Columbia, MO 65201Phone: (573) 884-6432Fax: (573) [email protected]/TheBeautyBook

letter from the editors

We have all heard it before: celebrities sell. Celebrities don’t just help with getting consumers to purchase magazines, they also help magazines gain advertisers. While the use of celebrities will benefit The Beauty Book financially, our strategy of using celebrities stays consistent with our mission statement. The celebrities featured in The Beauty Book are relatable and share the beauty tips family members have provided them. By putting familiar faces on the cover and throughout the magazine, readers will trust the content in the magazine and turn to The Beauty Book.

celebrity influence



The Beauty Book is divided into sections based on age. Women spanning all generations can focus on advice just for them while also benefiting from the knowledge of women older and younger.

BEAUTY BITSIn this section you’ll find short stories about what’s trending in the coming year. What are the hot colors? What product is now being touted as the can’t-live-without-it super cream? Find out here.

GEnERATIonSFind customized stories for women in their twenties, thirties, forties, fifties and sixties. There’s a department for each decade, but no matter where you fall, you can always learn from the women around you. Check out all the sections to learn what’s important for all ages. Each generation features a health test. Stay on top of your physical health by getting these done when you reach the prescribed age.

FEATURESEvery year The Beauty Book picks one woman who represents the iconic style of that year. She’s the woman we all want to be, and she’ll share her tips for looking and feeling good. We also review top products in the annual Best New Product Awards and present to you the best of the bunch in this yearly feature.

BACK-oF-BooKAt the end of our book, you’ll find a handy glossary. Every year it seems new terms pop up that people don’t know. What’s a BB cream again? Does anyone really know the difference in a serum and a gel? Find out exactly what you’re using (or not using) here.

departments


in our first issue


6

9

Advice Learn the timeless beauty tips and tricks from generations of beautiful women before you

Pretty in PantoneA budget-friendly guide for incorporating Pantone’s Color of the Year, Radiant Orchid, into your beauty regimen

Thriving in her thirties:

Penelope Cruz

Trendy in her twenties:

Emma Stone

22 Beauty Icon of the YearIt’s been a blockbuster year for down-to-earth beauty Jennifer Lawrence

18 BHG Best New Product AwardsOur trusted annual review of this year’s most buzzed about beauty products

Fabulous in her forties:

Giada De Laurentiis

Flawless in herfifties:

Michelle Obama

Sexy in her sixties:

Meryl Streep

31

11 15 29 33 37

13 Get technicalApps, YouTube tutorials and websites can take your beauty routine to the next level

Night cream nightmareHave sweet dreams of night creams with our helpful tips

17

Worth the splurgeA roundup of products that are a little pricey but will totally pay off

34 Serum decoderDiscover what serums really are and whether you need them

contents


FEATURES> Nail MetamorphosisFrom red and French manicures to caviar and acrylic nails, the way we express ourselves through our nails has changed over the years.

> Beauty Icon of the YearHalle Berry, 49, doesn’t look a day over 35. The face of Revlon talks to us about her new show Extant and spills some of her beauty secrets.

> BHG Annual Product Review

> Top 10 Health RetreatsNo matter your age or budget, there’s a retreat for you. We’ve scoured the U.S. and found the places that provide the best heath bang for your hard-earned buck.

TAlK oF THE TwEnTIES : Blake Lively > Bring Out Your Features, Hide Your Flaws: Need a way to pump up your look? These easy tips will teach you how to contour and highlight based on your face shape. THRIllInG In HER THIRTIES : Beyoncé > Say Cheese: With so many teeth whitening methods out there now, not all them are safe. Find out from experts which are the healthiest for your pearly whites.

FIERCE In HER FoRTIES : Salma Hayek> Take Ten: Follow this step-by-step makeup tutorial full of tips to help you get out the door faster no matter the occasion.

FlAwlESS In HER FIFTIES : Ellen Degeneres> A Trick of The Eyes: Make your reading glasses glamorous and learn other makeup tips to keep the attention on your beautiful eyes, despite your new spectacles

SEXY In HER SIXTIES : Vera Wang > Lip Smack: Forty-six percent of women say they won’t leave home without lipstick. The pros offer their advice on the best ways to maintain a luscious lip despite natural lip thinning that occurs.

in the next issue


beautyTHE BOOK

BEAUTYBOMBSHELLHollywood’s most down-to-earth superstar, Jennifer Lawrence, is our Beauty Icon of the Year

THE BEST PRODUCTS OF 2014The latest hair, makeup and bodycare — tested and reviewed for you

4 ways to adapt 2014’s Color of the Year, Radiant Orchid, into your beauty regime

Pretty in Pantone

beautyTHE BOOK

BEAUTY ANNUAL

THE BEAUTY BOOK 1110 THE BEAUTY BOOK / 2014

Emma Stone embodies the woman you aspire to be in your 20s. After

starting on a reality show on VH1, Stone starred in comedy favorites such as Superbad (2007), The House Bunny (2008) and Zombieland (2009). She then received a Golden Globe nomination for her role as Olive Penderghast in 2010’s Easy A. The following year Stone made us love The Help and laugh while watching Crazy, Stupid, Love. She then switched from her staple red hair to her natural blonde locks for her role as Gwen Stacy in The Amazing Spider-Man (2012).

Even with her changing hair, Stone has kept the same simple skin care routine using natural products such as brown sugar and argan oil and thinks mascara is a girl’s best accessory.

“Confidence is the only key. I know a lot of people who aren’t traditionally ‘beautiful’ — not symmetrical or perfect-bodied or perfect-skinned. But none of that matters because all that shines through is their confidence, humor and comfort with themselves.”

— Emma Stone in an interview with YouBeauty.com

EMMA STONE

20s

8 THE BEAUTY BOOK / 2014 2014 / THE BEAUTY BOOK 9

Cheeks: Cream blushes in the Radiant Orchid

shade awaken your complexion and add

dimension to your face. Dab a little bit on the apples of

your cheeks with your finger or a brush and blend to

your temples.

TRY: Maybelline Dream Bouncy Blush in Orchid Hush, $6.44 & Revlon

Photo Ready Cream Blush in Flushed, $10.97

Lips: Switch up your look easily by applying a lip color in this year’s hottest shade. The best

part of lip products is that you can sheer out or build up the color to achieve a

perfect pout.

TRY: FLOWER Beauty Sheer Up Lip Tint in Airy Orchid,

$7.98 & Almay Color + Care Liquid Lip Balm in Lilac

Love, $4.47

BB CREAM (Beauty Balm)BB creams benefits the skin in several ways. Other than just serving as a moisturizer and a foundation, this tinted moisturizer smooths the skin, prevents sun damage, contains anti-aging and tone-evening elements and some even reflect light to make the skin luminous. BB creams provide the least amount of coverage. Therefore, this particular cream is best suited for women in their 20s and early 30s.

CC CREAM (Complexion Corrector)CC creams, though similar to BB creams, are the lightest of the three creams and do more to even skin tone and correct pigment. They contain Vitamins C and E and SPF. You need CC cream if you break out easily or have redness or dark spots. Women in their 20s, 30s or 40s with more extreme skin discoloration should use CC cream.

DD CREAM (Daily Defense) DD cream is a combination of BB and CC creams. This cream literally does it all. Because this it is the most powerful of the tinted moisturizers, it is used mostly as an anti-aging cream. DD cream works best for women over 40 to reduce the appearance of wrinkles. If used daily, this cream will not only work as an anti-aging cream but also evens skin tone.

Nails: Liven up your nails with a few coats of polish in the Radiant Orchid shade family. Whether it’s just an accent nail or a full mani

and pedi, you can rock this shade day and night.

TRY: OPI Ate Berries in the Canaries, $8 & Sally Hansen Complete Salon Manicure in

Punch Drunk, $7.99

This year’s makeup trends have made tinted moisturizers the must-have beauty

product. The new addition to the makeup bag is a cross between lotion and foundation that moisturizers as well as provides a thin layer of coverage.

However, as manufacturers add more tinted moisturizers to the market with alphabetized names or classifications, the confusion increases. Certain creams are best for different skin types for designated age groups. Find the right cream that is great for your face with The Beauty Book’s guide.

Pretty in pantone

EYES: Don’t be afraid to experiment with color on

your eyes, especially purple. Whether you swipe this

shade on the lid or upper and lower lash line, it will

make your eyes pop.

TRY: NYX Jumbo Eye Pencil in Oyster, $4.50 & L’OREAL Paris Infallible 24 HR Eye

Shadow in Burst into Bloom, $7.49

OUR BUDGET-FRIENDLY GUIDE for incorporating Pantone’s 2014 Color of the Year, Radiant Orchid, into your beauty regimen.

Decoding new creams

beau

ty b

its

• Elegant, clean and fresh design.• It’s a guide, so must be able to

navigate easily.• Appeal to all age groups —

design must be timeless and classic.

• Focus on big, beautiful photography by classic beauty icons of the year.

• Hand-drawn illustrations and diagrams because beauty should be fun — less stiff and serious.

des ign phi losophy

20s 50s

60s

FOB & BOB

30s

40s

color palet te

type choices

Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir Avenir

Baskerville Baskerville

Baskerville Baskerville

Baskerville

Baskerville DidotDidotDidot


wEB Because The Beauty Book is an annual, high-quality magazine, it does not make sense to build a unique website for the publication. It would be most valuable, to both our brand and our readers, to integrate select parts of our content into a tab on navigation bar on the existing Better Homes and Gardens website. This would continue to align The Beauty Book with the BHG brand and increase readership among existing BHG fans.

The web presence would not be focused on simple content republication from the print edition. Instead, The Beauty Book will highlight select content (specifically the beauty awards, beauty icon and one story from each generation department). The web presence will also include a forum board to facilitate beauty-related discussions and interactivity between generations. So much of our print publication is focused on the sharing between real women of similar and different generations; it makes sense to continue this discussion and sharing in an easy-to-use digital platform that allows women to learn from each other daily, rather than just once a year.

IPADThe iPad will feature all of the content from print, with 10 percent additional, unique content, including another feature, product links, and extended celebrity profiles and additional tips for each generation. The iPad app will cost $9.99 because it is less of a keepsake than the print publication and does not offer a ton of unique content. Rather, the iPad is simply another way to reach readers, specifically in the younger generations.

across platforms


The Beauty Book

The Beauty Book

The Beauty Book>

The Beauty Book

The Beauty Book

share your own beauty secrets...

42 THE BEAUTY BOOK / 2014 2014 / THE BEAUTY BOOK 43

2014’s Beautiful Family winner is ...

“Beauty doesn’t matter if it isn’t achieved in a healthy way.”

When Victoria Stewart’s mother died two years

ago of skin cancer, she knew she had to take extra steps to prevent herself and her daughter from suffering from such a terrible disease. Now Victoria is the president of a nonprofit organization, Beautiful You, in Chicago that provides free sunscreens and skincare products to women who can’t afford them.

“I wanvt to show my daughter that helping others is just as important as helping yourself,” Stewart says.

When she isn’t working, she is teaching Riley the importance of taking care of her skin and her body.

Do you have a Beautiful Family?Submit your story about what you’ve learned from women in your family or how you teach the women in your family about healthful beauty, and you might be featured online or in next year’s issue.

Victoria & Riley Stewart

- Victoria Stewart, mother and President of Beautiful You

Chicago, IL

Meet This Year’s Beautiful Family

Each year we ask real women what was the best advice their mom ever gave them, and what advice they will give their daughters. Share your best beauty tips here and we might publish it in next year’s book!

Cara (Orlando) : I told my daughter to keep her face clean, body moisturized and to pay special attention to her eyes...she doesn’t want wrinkles like these!

Lola (Brooklyn) : My mom always told me to stop biting my nails. Now I can’t stand when I see grown up women chewing on their hands.

Jasemine (Detroit) : My mom always told me to dress like you’re going to see your ex every day!

Nikki (Dallas) : I’m going to teach my daughter to do/wear/be what feels the most you. If you don’t feel comfortable, you’re not going to look comfortable.

2014 Beauty Icon: Jennifer Lawrence


18 THE BEAUTY BOOK / 2014

Better Homes & Gardens

2014 best newproduct awards

2

THIS YEAR, more than 80,000 consumers participated in an independent research study conducted by BrandSpark International and Better Homes and Gardens. In this annual survey, real women vote on the winning products based on the products’ appeal and repurchase intent. Their seals of approval inspire the purchasing patterns of different generations year after year. Here are the 2014 winners:

hair &body

1

Dove go fresh Restore, $8.99“I love the scent and the feel of my skin. I like that it washes clean and I don’t feel a residue.” Jess H.

BODY WASH

3 COVERGIRL Outlast Stay Fabulous 3-in-1, $12.99 “I like the fact that it lasts all day, the matte finish and it covers well without looking like too much make-up.” Suzanne S.

FOUNDATION

2

Suave Professionals Moroccan Infusion Styling Oil, $6.99“It instantly conditions without weighing hair down.” Kerri N.

HAIR STYLER 4

Secret Clinical Strength Stress Response, $7.99

“Formulated to fight stress sweat.” Anita B.

WOMEN’S ANTIPERSPIRANT

4

3

1

Dove go fresh Restore, $8.99“This is the first time I’ve changed my body wash in a decade and I’m glad I did...my skin has never felt younger.” Dawn V.

“I love the the feel of my skin. I like that it washes clean and I don’t feel a residue at all, which is rare.” Jess H.

“The scent is amazing! It smells so fresh and energetic, just in time for summer!” Megan M.

FEATURE> Side scrolling feature to view all products > Tap to visit product website & purchase product

DEPARTmEnT IPAD EXClUSIVES> Tap celebrity photos for video interviews & extended beauty-related secrets > View additional ways to incorporate Pantone’s color of the year into beauty regime, including specific products> See other finalists in the Beautiful Family competition and submit your own

competition

SElF’S mISSIonSelf is the magazine that makes living healthy easy and fun. Self’s motto: Being fit, strong and active means feeling great, being happy and looking your most beautiful. Self speaks to women about three key areas of her being: her body, her looks and her life. With trademark authority, Self delivers the latest, greatest, most efficient ways to get fit and healthy—offering breakthrough moves, food and science, plus inspiring images and coaching that keep her drive alive. Self gives her beauty and fashion advice customized for her active lifestyle, so she looks as great as she feels. Self makes it fun and fulfilling to be your happiest, healthiest, best self.

Print median age: 4295% female79% attended college

Print total circulation: 1,520,570Rate base: 1,475,000Total audience: 5,480,000

Web presence:SELF.com, SELFConnected.com

Social media presence:Facebook, Twitter (@selfmagazine), Instagram, Pinterest, Google+, apps (SELF Workouts and SELF Beach Body Workouts)

Newsstand price: $4.99Print subscription price: $13/yearDigital subscription price: $19.99/year

Ad prices: range from $45,034-$250,079


GlAmoUR’S mISSIonWith more than 17 million readers across print and digital platforms, Glamour is the only young women’s magazine to offer a 360-degree perspective on the reader’s life. Every article we create, whether it reaches the reader in her mailbox, on her phone, by email, or on her Instagram feed, is laser-focused on her clothes and her conscience, her pop culture obsessions and her politics, her hair and her relationships. Funny and smart but never cynical, Glamour informs the reader and gets her talking; every article, blog post, video, and tweet is a reflection of the conversations American women are having right now, on every conceivable subject.

Print median age: 3296% female70% attended college


Web presence:Glamour.com, Lipstick.com, Glamalert.com, Glamspotters.com

Social media presence:Facebook, Twitter accounts (@glamourmag, @glamour_fashion, @glamourpromo), Facebook, Instagram, YouTube, Tumblr, app (Glamour Friends & Fans)

Newsstand price: $3.99Print subscription price: $14.99/yearDigital subscription price: $19.99/year


lUCKY’S mISSIonLucky occupies the unique space where inspiration meets action in personal style. Our editors take readers on an unadulterated, uninterrupted journey. We only cover fashion, accessories and beauty…nothing else! With a mix of high-low products, our pages captivate, and with everything available for purchase, our pages motivate. We inspire readers to buy, making every purchase a Lucky moment.

Print median age: 38.194% female75% attended college


Web presence:Luckymag.com

Social media presence:Facebook, Twitter (@LuckyMagazine), Instagram, YouTube, Pinterest, Google+, Tumblr, Foursquare, Etsy, app (Lucky Shopper)

Newsstand price: $2.99Print subscription price: $9.97/year Digital subscription price: $14.99/year



REDBooK’S mISSIonREDBOOK is a trusted friend, personal shopper, and stylist in one. Curating the very best products and ideas, REDBOOK helps today’s woman enjoy her nonstop life. Because she wants to look good, REDBOOK brings her the smartest beauty discoveries, the latest anti-aging breakthroughs, and step-by-step tutorials. Because she wants to feel good and take care of her family, REDBOOK makes fitness easy, healthy eating delicious, and shares the latest news from top doctors. And because she loves great style, REDBOOK brings her hundreds of amazing fashion and home décor finds. As an iconic brand thriving in print, online, mobile and social, REDBOOK makes every day fun, fabulous and affordable for its nine million readers.

36.9% ages 30-4994% female


Web presence:Redbookmag.com

Social media presence:Facebook, Twitter (@RedbookMag), Instagram, Pinterest, Google+, app (Shop Redbook)



InSTYlE’S mISSIonThe celebrity at the center of InStyle’s universe is the consumer. Every page inspires her, instructs her, and moves her to action.

Print median age: 3891.8% female72.8% attended college

Rate base: 1,700,000Total audience: 9,870,0000

Web presence:Instyle.com

Social media presence:Facebook, Twitter (@InStyle), Instagram, Pinterest



AllURE’S mISSIonAllure is the beauty expert — an insider’s guide to a woman’s total image. Since its launch in 1991, Allure’s mission has remained unchanged: to investigate and celebrate beauty and fashion with objectivity and candor — and place appearance in a larger cultural context.

Print median age: 36.594% female72% attended college


Web presence:Allure.com, AllureBeautyEnthusiasts.com, AllureAccess.com

Social media presence:Facebook, Twitter: @allure_magazine, Instagram, Pinterest, YouTube, Google+



moRE’S mISSIonMore is for the woman who lives in a state of constant possibility, has a stylish perspective and youthful spirit. We respect her intelligence, achievement and influence. We skip the mundane and put more filter on beauty, fashion, health, career, finance and culture. She expects — and we giver her — MORE.

Median age: 54100% female77% attended college

Print total circulation: 1,713,00Rate base: 1,300,00

Web presence:More.com

Social media presence:Facebook, Twitter (@MoreMag), Instagram, Pinterest





THE BEAUTY BooK DIFFEREnCE

The Beauty Book has information for every age group. Right now there is no such publication on newsstands that a daughter, mother and grandmother can all read when it comes to beauty and health. Most of our competition are lifestyle publications with some beauty and health sections, but The Beauty Book is solely focused on beauty and health information. Although, The Beauty Book comes out once a year, it will be referenced often as our readers go about the year.

While there are websites that promote the sharing of ideas, they tend to be geared toward the younger generations. Instead of separating age groups, The Beauty Book brings them together in print, which allows women of all ages to learn from each other.

By uniting with a popular, trusted brand, The Beauty Book delivers beauty-related information and advice to Better Homes and Gardens readers of all generations.

response to competition


launch & marketing

The Beauty Book will be an annual publication that will come out each May, in preparation for summer and celebration of Mother’s Day. We will not sell subscriptions. This publication will only be available for purchase on newsstands and in the app store. We have calculated our rate base to be 250,000 but are putting our total circulation number at 300,000 to account for a pass-along rate. Below are ideas for marketing to supplement our magazine.

PoTEnTIAl mARKETInG EFFoRTS> Annual event to coincide with issue release:This event would have the Beauty Icon of the Year as the keynote speaker and would take place in a different city each year. It would feature beauty and health workshops.

> Beauty box subscription service: This can be done in two ways: a partnership with an established subscription service such as Birchbox or a unique venture. Birchbox has partnered with magazines before (Glamour and Teen Vogue) to curate products for one of their month’s boxes. If this route was chosen, it would be best that the box came out in May (for either option) to coincide with when the magazine will be on the newsstands. On the other hand, if The Beauty Book had its own subscription service it could feature samples from Better Homes and Gardens’ “Best New Products Awards, ” which is a reoccurring feature in the magazine.

> Small “mini beauty book” blow-ins in spring BHG issues: These would offer coupons for 20 percent off The Beauty Book purchases. The “Mini Beauty Book” will be eight pages of Simple Beauty Tips for all ages. This would act as a teaser of the content in The Beauty Book.

> E-commerce that coincides with our product review feature.

mAIlInG EFFoRTSThe Beauty Book will rely on lift letters, celebrity endorsements and direct mailing advertisements (as seen on the following pages) to help generate interest pre-publication among existing Meredith magazine subscribers.

SoCIAl mEDIAThe two platforms that best fit our mission are Pinterest and Twitter. Some posts will include beauty inspiration boards, conversations about makeup secrets using hashtags and tweets linking readers to the website and other promotional efforts.

beautyTHE BOOK

This new, annual magazine is the beauty trend forecast for every generation of real women. With product reviews, age-appropriate beauty and health advice, and profiles of the women you aspire to be, this is the one magazine you, your mom, your grandmother and your daughter will all learn from and share. Women everywhere want to beautify their lives. Learn from experts and the generations of beautiful women who have come before you with The Beauty Book.




Pretty in Pantone

beautyTHE BOOK

BEAUTY ANNUAL

The Beauty BookABOUT

Women have trusted the home-making advice of Better Homes and Gardens for 90 years. Now let us take that a step further by beautifying your life. From teenage years to the decades spent raising a family to the progression into retirement, women of all ages appreciate beauty, and The Beauty Book celebrates that. Like the time your mom taught you how to apply mascara before the homecoming dance or your grandmother told you her favorite brand of wrinkle-reducing eye cream in your thirties, this is a magazine full of tips and tricks vetted by generations of beautiful women. This magazine will come out once a year. Unlike other magazines whose tips and tricks come and go like fads, you’ll want to keep The Beauty Book and collect it each year. It’s a manual for looking great at every age. It’s the only beauty magazine with the edge of today’s trends and the comfort of age-old advice.

We are the trusted friend in your life who sticks to tried and true regimens but is always willing to try a little something new. We will guide you through each decade of your life by testing the latest products so you know which ones are worth buying, by interviewing relatable celebrities about their beauty secrets, and by telling you everything you need to know about how to be beautiful at any age.

Available May 2 on newsstands and by subscription

2014 Editorial lineup: • Beauty advice to share with all generations of the women you love • Beauty Icon of The Year: Jennifer Lawrence • BH&G Best New Product Awards • Separate sections with personalized, specific tips for women in their 20s, 30s, 40s, 50s, and 60s

The Beauty Book DETAILS

beautyTHE BOOK

Dear BH&G readers,

Like so many of you— family is so important to me, so when I saw there was a magazine on the market that was created to be a community of beauty knowledge for all generations I knew I wanted to stand behind it. The Beauty Book is read by myself, my mother, Jenny, my sisters, Chris and Danielle, and even my teenage daughter, Kaia.

Growing up with two sisters, we borrowed products and taught each other beauty tricks all the time. Although, now that we live in different parts of the country and have families of our own, The Beauty Book allows for us to stay connected and still share tips that we learn from reading the magazine.

The beauty industry has been a part of my life since I began modeling at age 17. I learned from my mother at a young age that taking care of your skin is most important, which sometimes was difficult due to my crazy schedule as a model. But I later became obsessed with skincare and later partnered with a cosmetic surgeon, Dr. Jean-Louis Sebagh, to create my skincare line Meaningful Beauty.

I highly recommend picking up The Beauty Book and sharing it with your family members like I’ve done with my own. I know you won’t regret it.

Stay beautiful.

beautyTHE BOOK

XOXO Cindy Crawford

beautyTHE BOOK



advertising

2014 AD PlAn

Rate base: 250,000

Total circulation: 300,000

CPM: $273.33 (full page color ad)

Potential advertisers//Products: The Beauty Book is a publication that focuses on beauty and health that all women can relate to. Because our demographic spans many ages, we can draw a variety of advertisers. We will primarily target mainstream brands that women of any means can afford and access. Our partnership with Better Homes and Gardens will provide a gateway to their advertisers and their readership. We will attract our own advertisers based on that strong brand association.

Companies we will target:P&G (Pantene, shampoo; Olay, makeup)Coty, Inc. (OPI, nail polish)Johnson & Johnson (Aveeno, skin care, face wash, body lotions)The L’OREAL Group (Lancome, makeup; L’OREAL, makeup; Garnier Fructis, shampoo) KAO (Jergens, lotion)

Reasoning behind ad rates: After researching competition magazines’ ad rates, Better Homes and Gardens readerships and ad rates, and Meredith’s SIP ad rates, The Beauty Book modeled its ad rates mostly from the SIP rates. However, there was a slight increase due to the fact that The Beauty Book will use the Better Homes and Gardens title.

Full page: $82,000 2/3 page: $66,0001/2 Page: $58,0001/3 page: $34,0001/6 page: $21,000

2nd Cover: $102,5003rd Cover: $88,4004th Cover: $118,900


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Advice Learn the timeless beauty tips and tricks from generations of beautiful women before you

Pretty in PantoneA budget-friendly guide for incorporating Pantone’s Color of the Year, Radiant Orchid, into your beauty regimen

Thriving in her thirties:

Penelope Cruz

Trendy in her twenties:

Emma Stone

25 Beauty Icon of the YearIt’s been a blockbuster year for down-to-earth beauty Jennifer Lawrence

20 BHG Best New Product AwardsOur trusted annual review of this year’s most buzzed about beauty products

Fabulous in her fourties:

Giada De Laurentiis

Flawless in herfifties:

Michelle Obama

Sexy in her sixties:

Meryl Streep

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13 17 31 35 39

14 Get technicalApps, YouTube tutorials and websites that can take your regimen to the next level

Night cream nightmareHave sweet dreams of night creams with our helpful tips

16

Beauty’s best multitaskers Four wallet-friendly products that will revitalize your routine

47 Serum decoderDiscover what serums really are and whether you need them

contents


Nearly half-way through her sixth decade, Hollywood’s leading lady still looks

good. She broke the record for the most Academy Award nominations (18) with her role in August: Osage County. Her latest movie, Suffragette, is making history as the first film to gain production access within the walls of the Houses of Parliament. At 64 years old, Streep is just as effortlessly glamorous as ever, and she doesn’t appear to be slowing down a bit.

But even Hollywood’s best camera angles and lens filters can’t totally conceal the onset of age. The best thing about Meryl, though, is that she doesn’t try to hide her age. Celebrity make-up artist Lisa Eldridge offered up some of Meryl’s tips to The Daily Mail.

What does she do especially well? Eyebrows. Eldridge says with age, the eyebrows thin and lighten. If you want a look like Meryl’s, buy a brow pencil that is the same color as your hair (don’t go darker), and make “small, light, imperfect strokes” within your existing brow.

MERYL STREEP

“For young women, I would say, don’t worry so much about your weight. Girls spend way too much time thinking about that, and there are better things.”

— Meryl Streep

60s


WHAT’S IN GIADA’S BEAUTY BAG? • Essie Ballet Slippers

• Covergirl Lashblast Mascara

• Jouer Blush

• Rosebud Salve

The Italian-born celebrity chef juggles many roles as do many women in their 40s. She

has starred in three Food Network shows: Giada at Home, Food Network Star and Everyday Italian, as well as two Cooking Channel series: Giada’s Weekend Getaways and Giada in Paradise. Her gigs hosting these shows won her an Emmy in 2008. De Laurentiis also appears frequently on Today for cooking segments, and she was a correspondent for the morning show’s 2006 Olympic coverage in Torino. Her food has been tasted by many celebrities, even William and Kate (yes, the Duke and Duchess of Cambridge).TV is not the only market De Laurentiis has dominated, she has also written six cookbooks. In 2010 she released a product line of food (pasta and sauces) and kitchen tools (ceramic bakeware and stainless steel cookware) at Target. De Laurentiis also gives back serving as an ambassador for the international relief organization Oxfam. She does all of these things while being a wife to her husband of ten years, Todd, and mother to her 6 year old daughter, Jade.

GIADA DELAURENTIIS

40s




Pretty in Pantone

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