Cosmopolitan Magazine in the US is making its first foray into the world of beauty.
The magazine has created a fragrance line, Eau de Juice, in partnership with Luxe Brands – the beauty licensing company behind Ariana Grande and Justin Bieber’s scents.
The four fragrances will be sold in all Ulta stores exclusively until the end of the year.
Eau de Juice has already appointed a spokeswoman in the form of Pretty Little Liars actress, Ashely Benson – a move that will attract the attention of her young, female fans.
But the most interesting part of Cosmo's new fragrance is perhaps the packaging. The bottle resembles a retro, crumpled juice carton in bright pop colours – an eye-catching design that will help the product have a life of its own, separate from the magazine. And juice, of course, is slang for fragrance.
Cosmo isn't the first publisher to venture into beauty. In 2018 Popsugar launched a makeup line, Esquire has previously launched a grooming line and Allure Mag created the Allure Beauty Box subscription service.
While Hearst (owner of Cosmopolitan) has not disclosed terms of the licensing deal, it appears that expanding into beauty products is seen as an increasingly popular revenue strategy for magazines and digital publications.
