Organic sounds of Herbal Essences await between Marie Claire's covers

by Samuel Solley, Marketing 01-Mar-05, 11:00

LONDON - The readers of women's glossy Marie Claire are likely to receive a surprise when they open the April issue, courtesy of Herbal Essences.

The Procter & Gamble haircare brand will be the first in the UK to use sound in a print ad, which will appear in more than 400,000 copies of Marie Claire.

The four page glossy tip-on will carry an integrated sound chip. When the card is opened, readers will hear a woman shouting "Yes! Yes! Yes!", as in the brand's TV ads.

The strapline on the following page asks "Why settle for just one?", part of its push to get customers to buy both shampoo and conditioner.

Herbal Essences is the number one shampoo and conditioner brand with the under-25s, but the deal with IPC Media and Marie Claire will enable it to expand its reach to a more mature audience of 25- to 44-year-olds.

Alison Deas, key account director at IPC Media, said: "The Herbal Essences sound chip is an excellent example of how creativity and new technology combined can achieve maximum standout within the magazine."

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