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MAC Cosmetics targets affluent Vogue readers via iPad sponsorship

February 24, 2011

MAC Cosmetics is sponsoring Vogue’s iPad issue and letting readers buy beauty products via the application.

The application is a cover exclusive that features Lady Gaga, who is the face of MAC’s Viva Glam line. Readers can shop the line via the app.

“Using the digital publishing suite, the Vogue team at Condé Nast was able execute on their strategy of allowing a new generation of Vogue readers to engage with the editorial content in new and exciting ways through high-impact visuals, video footage and audio interviews,” said Lynly Schambers-Lenox, group product marketing manager of digital publishing at Adobe, Seattle.

MAC  offers professional, makeup-artist quality cosmetics with more than 100 shades for eyes, lips and face to choose from.

Condé Nast’s Vogue offers fashion, feature, beauty, collections and culture news. The company is using Adobe’s digital publishing suite.

All about beauty
The application features a full-page Viva Glam ad.

The MAC ad

MAC is sponsoring the Vogue iPad app

Users can browse the Viva Glam products

Readers can shop the collection

There is also a link on the ad that says “Buy the Lipstick.”

When readers click on the ad they are redirected to MAC’s Web site where they can purchase products from the collection.

Consumers can browse different products and read customer reviews.

Readers galore
In addition, the Vogue iPad app features behind-the-scenes access to its cover celebrities.

This month, the publication is featuring Lady Gaga and the app lets readers view the behind-the-scenes photo shoot video.

Additionally, users can listen to audio exclusive and read the cover story about the pop star.

“The content viewer for iPad included in the digital publishing suite allows readers to seamlessly engage with all of the interactivity that Vogue used so effectively to create a highly immersive reading experience,” Ms. Schambers-Lenox said.

“Condé Nast did a wonderful job on the first digital edition of Vogue and we at Adobe look forward to our continued partnership as they bring out future editions of Vogue,” she said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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