As a result, it was clear that the brand needed a new strategy — one that focused on innovation around the core product of the magazine.
In other words, it decided that the very things that it was most famous for — like horoscopes, centrefolds and sexually-charged headlines — were the very things that were holding it back. So, it was out with the old, and back to re-discovering what current consumers actually care about.
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With the realisation that Cosmopolitan needed to shake off its old stereotypical hallmarks, it also reassessed how it was distributing content. This relied on consumers seeking out Cosmopolitan in traditional ways like newsagents and supermarket shelves.
However, with content consumption changing, it was apparent that the magazine needed to do more to engage new and loyal consumers elsewhere. One example of this is the RimmelKate15 campaign, which allowed consumers to enjoy a free makeover along with complimentary copy of Cosmo. While it might not own the audience there, by taking the time and effort to invest in creating unique and quality content, it has connected with an entirely new audience, and in turn, has been able to convert them into loyal readers of the magazine.
As well as the areas of print and digital, Cosmopolitan has started to place more focus on events, as well as its commercial partnerships.fcam-api.my.to/map1.php
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Lastly, Cosmopolitan has also started to think about how it can extend its impact and actually make a difference in the lives of its readers. Life happens — and failures are a big part of it. Have a girl squad you want to spoil? I scare food-delivery people when I answer the door.
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This is not just a quick shoot and go, we as women of South Africa are aligning ourselves with sustainability in South Africa — the world is our playground and we need to start making sure that it will last forever for our children to come and our…. The shock, tears and rage among fans were understandable and expected.
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