The two-and-a-half milliliter tubes will come poly-bagged to 100,000 copies of the November issues of Elle, Cosmopolitan, Marie Claire and Seventeen, for a total of 400,000 subscribers, according to Hearst Magazines. Affixing sample-size bottles of perfume to magazines is believed to be a first. "The technology just didn't exist," said Michael Clinton, president-marketing and publishing director of Hearst Magazines.
For magazine publishers, it could serve as yet another way to attract dollars from beauty advertisers, which has been among a handful of persistent bright spots for the industry.
