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Procter & Gamble Launches Rouge, a Women's Magazine

Ads Finally Just Replace Content in a New Beauty Mag

In a story that, in another era, would perhaps have been a piece in The Onion instead of one in real life, Procter & Gamble is starting its own health and beauty mag called Rouge. Along with offering coupons, the magazine will be about 60 percent P&G "branded editorial coverage," meaning stories that advise you while also endorsing brands such as Cover Girl and Olay.

The surprising twist on this news is that when P&G was researching the viability of the idea, their studies showed that "80 percent of readers found Rouge to be comparable to fashion titles such as Marie Claire and Allure in 'quality and design.'" That's great news for Rouge, but yikes, what does that say about people's opinions of regular magazines these days? Some of you think advertisers influence editorial coverage anyway, but Rouge doesn't try to be objective. Will you check this advertorial mag out, or take a pass?

Beauty Beauty 8 years
Well, dakmo, it kind of IS an extended direct mail marketing piece — though it's gussied up in magazine form. :)
leeluvfashion leeluvfashion 8 years
I was going to mention the horrible toxic chemicals in most mass products, especially with Procter & Gamble however BiaRose said it all, so I second her comment.
dakmo dakmo 8 years
Bella, it was 48 pages, so it was a decent size, but there was a bunch of "filler," lots of full page photos. I flipped through it, but more to see what the trends and styles were, as opposed to really reading for content. To be honest, I just thought of it as an extended direct mail marketing piece - I didn't really even consider it a "magazine" until I read this article!
biarose biarose 8 years
I hate Procter&Gamble. They continue to use painful and lethal animal tests and sweatshop labour. They use unsafe ingredients in their personal care and food products and are even working to weaken laws regarding toxins in household products and GMO disclosure laws. If there was ever a company to boycott, it's Procter&Gamble.
Beauty Beauty 8 years
I'm curious: did you wind up reading the articles, or did you just clip the coupons? (I haven't received a copy in the mail, so I'm going by what Adweek says.) How thick is it?
dakmo dakmo 8 years
I got it as well. I didn't really think of it as a "magazine" because it is digest size and it was pretty obvious that it was one big advertorial. Nothing I would ever pay for, but the coupons were nice.
Katiefrog Katiefrog 8 years
I got this too. I thought it was weird and I'm curious how I got on the list to receive since I don't suscribe to any beauty or fashion magazines. I don't mind getting it since I don't have to pay for it!
ktc71 ktc71 8 years
I got this in the mail the other day. I would much rather read Allure where there is a variety of products to read about. This was mostly cover girl and Olay, which have some good products, but I'd like to read about others too.
a-lifetime-ago a-lifetime-ago 8 years
At least it's more honest this way.
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