Glamour debuts “Lipstick Index” to track beauty trends and lure advertisers

As “Project Runway” host Heidi Klum is always quick to note, “in fashion, one day you’re in, and the next day, you’re out.” Now, Glamour magazine is looking to speed up that timeline a bit.

“There will be certain things that will come and go, but some things will be consistently high and that will be interesting information for us as editors, but we think it will also be incredibly interesting to marketers,” said Cindi Leive, Glamour’s editor-in-chief.

Glamour’s Chief Revenue Officer and Publisher Connie Anne Phillips says the feature – which is being launched with hair-care product manufacturer TRESemmé as a sponsor – will create the possibility for pinpoint-targeted ads to run alongside trending looks.

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“What it allows marketers to do is to have immediate responsiveness to the trends so they can make the greatest impact,” she said. “They can have access to back-end data that we can provide them with on a frequent basis.”

Marketers will have the option of inserting native ads within the rankings, which will be broken up into categories like nails, hair, makeup and celebrity beauty.

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Source: WSJ Blogs

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