Mar 29 Celloglas News
Bringing the Glamour to Glamour for its First Biannual Print Edition
Last year, Condé Nast’s glossy Glamour magazine announced it was cutting its print frequency from monthly to twice a year, as part of its implementation of a rebooted ‘mobile-first, social-first’ strategy aimed at cornering those with a passion for beauty.
They announced a new digital first strategy for 2018 but still felt print had a place with their readers as part of the Glamour brand offering, so the decision was taken to run a biannual magazine to still provide that tactile experience.
Huda Kattan Cover
As trusted partners in publishing, Celloglas was called upon for our consultancy and guidance to look at what finishes would suit the Glamour biannual magazine. The Spring/Summer beauty book, pitched as the ‘beauty bible’, is available on newsstands now with three different covers featuring beauty influencers Zoella, Patricia Bright and Huda Kattan, who together have a combined following of more than 50 million across Instagram and YouTube.
The new-look Glamour magazine has a very different feel to what it was. As opposed to its previously glossy cover, the re-design sees quite a change in style, this time using a matt stock throughout, and for the cover, specifically a 250gsm Printspeed Offset Matt Uncoated stock. With this in place, Celloglas were asked to apply a foil to the masthead. We decided upon a CF Silver Diffuser Foil block masthead – simple, classic, but glamorous. The shine from the foil contrasted nicely against the matt stock and the rainbow element of this specific foil meant it suited all three covers, as each had its own colour theme, including a turquoise, a pink and an orange.
Steve Middleton, Sales Director at Celloglas commented: “The cover finish is quite unusual due to the characteristics of the uncoated sheet. It took us a couple of different foil batches and make readies to achieve the vibrant lustre on the diffuser foil, but this process is key to ensure the end result is perfect. This finished product makes the first ever Spring/Summer biannual edition of Glamour very beautiful.”
Patricia Bright Cover
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