Cosmetic Brands Increase Advertising

Two exceptions to the decline in magazine ad pages in the 1st half of 2013 are the women’s fashion & beauty sectors which have seen growth this year.

The Toiletries/Cosmetics advertising category has been a significant contributor to these magazines’ performance. Ad pages in the category were up 10.3% to 6,143.56 total pages January-April 2013 versus the same period in 2012. During this period, 138 Toiletries/Cosmetics brands increased ad pages and 349 brands that didn’t advertise January-April 2012 placed ad pages in MAP titles.

The increase in ad pages is due in part to the campaigns of several large cosmetics and skincare companies, particularly L’Oreal Paris and Maybelline (both part of the L’Oreal Group). L’Oreal Paris, the most active cosmetics advertiser, increased their print advertising by the largest margin among cosmetics brands. The increased support in 2013 for specific brands such as L’Oreal Paris Advanced Haircare and L’Oreal Paris Revitalift Collection accounted for much of their increased advertising.

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The above charts show the cosmetics and skincare brands that placed the most ads in MPA magazines and Web sites, as well as which magazines achieved the top market share of food ad pages during January – April 2013.

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Toiletries/Cosmetics brands also have a strong advertising presence on MPA Web sites, with 429 brands in the category advertising online January-April 2012. In the sizable cosmetics subcategory, L’Oreal Paris was also the top active online advertiser, with 3,026 placements. Revlon and Estee Lauder, who ran smaller print campaigns, were among the top online advertisers with 2,335 and 1,490 ad placements, respectively. A single placement is a distinct piece of ad creative that appears in a specific location on a Web site during a calendar month.

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The above charts show the cosmetics and skincare brands that placed the most ads in MPA magazines and Web sites, as well as which magazines achieved the top market share of food ad pages during January – April 2013.