|Perfume samples you can actually use! Image via adage.com|
It's amazing that it's taken this long, but AdAge reports that, for their November issues, subscribers to Hearst magazines Elle, Cosmopolitan, Marie Claire and Seventeen will be treated to actual vials of Marc Jacobs' Daisy and Eau So Fresh scents. Apparently, this is the first time ever perfume samples have been packaged this way with magazines.
So, magazine marketers rejoice! Michael Clinton, president of marketing and publishing director of Hearst Magazines, has aptly described the uniqueness of the magazine-medium, as it relates to advertisers: "Until you get a scratch and sniff on your smartphone, magazine media has a unique selling proposition to allow samples... This gives our medium an even bigger play into beauty advertising—a big growth category and probably one of the biggest categories in the magazine marketplace."
And suddenly, in a world of ever-increasing reliance on digital media, we are reminded of the power physicality holds and the sensory engagement that printed media offers.