We worked closely with Marie Claire magazine and negotiated that the cover model be dressed to suit our Black and White theme, we also developed a dustcover for the magazine which worked synergistically with the cover image to communicate the various powder variants. Within the main body, we liaised with the editorial team and negotiated the inclusion of black and white editorial pages, and features to further authenticate the black and white issue and extend the concept into the body of the magazine itself. To our knowledge the first time a fashion magazine has partnered with a brand to such an extent. The Skip Marie Claire Black and White issue was given away at malls. Consumers simply had to purchase a 1kg of Skip Black or Skip White and hand their receipt to one of the promotional staff to receive a free copy of Marie Claire.

This activation proved extremely popular, giving away a Marie Claire was just the incentive to get fashionable women to try the new Skip variants. The print run for Marie Claire in South Africa was increased by an astounding 25% in anticipation of the demand due to the partnership with Skip. The issue was featured on various blog sites and the entire print run was sold out. As for sales, one of South Africa’s biggest supermarket chains posted a 300% increase in sales of Skip over the promotional period. The Skip Marie Claire issue has become quite the collector’s item.