Who we are

InStyle is the largest fashion magazine brand. Our total paper and digital audience consist of
over 17 million people. While adapting to the new work-from-home norms, we need to hone in
on what InStyle brings to the table that advertisers need.
INSTYLE.COM Audience INSTYLE MAGAZINE Audience
Total: 10,085,000 Total: 7,345,000
% Figure 1: Table displays online %
Compositio audience composition and age
Audience Ratio Composition
Audience Ratio n Female   89.5  
Female 82.4 Male   10.5  
Male 17.6        
Total Adults      
Total Adults Age      
Age 18-34   30.1  
18-34 22.8 35-54  
Figure 2: Table displays print
43  
35-54 35.3 55+
audience composition  and age 27  
55+ 41.9

Who to Target
Measured Magazine Ad Spending
$0 $100 $200 $300 $400 $500 $600 $700 $800
L'Oréal
Procter & Gamble Co.
Kraft Heinz Co.
Nestlé
Marketer

LVMH Moët Hennessy Louis Vuitton

Berkshire Hathaway
Johnson & Johnson
Merck & Co.
AbbVie
General Motors Co.

Amount Spent in Millions

2019 2018

We should consider L’Oréal as a primary target for advertising in InStyle magazine. According to
AdAge Top 200 Leading National Advertisers , L’Oréal is the top spending advertiser in
magazines, spending 617 million in 2019 and 700 million in 2018. Most people interested in
fashion, are also interested in makeup and skincare. InStyle’s majority female audience is a
perfect match for L’Oréal’s brand.
Figure 3: L’Oréal spends the highest amount in magazine ads
in both 2018 & 2019
 Figure 4: L’Oréal falls behind in sales for anti-aging products with
competitors ahead in multiple different lines

0 10 20 30 40 50 60 70 80 90 100
Olay Regenerist Micro-Sculpting 88.1
Private Label 82.5
Olay Regenerist 66.3
Neutrogena Rapid Wrinkle Repair 63.2
Brand

Olay Total Effects 7-in-One 55.3

L'Oreal RevitaLift 49.9
Olay Eyes 36
Olay Age Defying 31.8
L'Oreal RevitaLife Triple Power 29.5
Roc Retinol Corrextion Deep Wrinkle 27.1

Sales in Millions (US Dollar)

According to Statista, L’Oréal’s anti-aging line, RevitaLift, is 6th for leading anti-aging sales in
2018. With Olay ahead in three different lines, and Neutrogena in one, they have some
competition, and our majority audience age of 35-55+ is perfectly geared to help them.
After reading L’Oréal’s half year finance statement, they did very well in ecommerce on all
bases, but make-up sales slowed. Our 18-34 audience bracket is the perfect group to advertise
make-up products. This would be a good approach for reaching two target audience age groups.

What we need to do to adapt

Because our online audience is greater than our print by around 3 million, we need to ensure that
we properly utilize and advertise our space online. After looking into research concluded by
Nielsen Total Audience report from August 2020, an important audience habit that I noted is
48% of people purchase online goods or services at least once a week during their work from
home hours. Also, 49% of people reported that they go to bed later at night along with 54% of
people getting up later in the morning. Based off of this information, I think we should gear all
of our social media posts and updates toward the late afternoon into the evening to get the best
results and engagement.

Take- Away Points

Advertisers like L’Oréal are looking to push into e-commerce on all bases. In L’Oréal’s half
year finance statement, they mentioned aggressive launch plans, partnerships, and business
drivers. Along with that they found much luck in ecommerce and online sales during the height
of COVID-19 (Loreal 2020 Half-Year Financial Report). With L’Oréal and others, we need to
emphasize online ads, the large scale of our online audience, and the diversity of said audience.
We also need to space and work posts and content around when users are most active during the
day.
 References

Brand Media Kits. (n.d.). Retrieved September 28, 2020, from https://www.meredith.com/brand-
media-kits

Group, L. (n.d.). Press releases - Media. Retrieved September 28, 2020, from
https://www.lorealusa.com/media/press-releases

Leading National Advertisers 2020 Fact Pack. (n.d.). Retrieved September 28, 2020, from
https://s3-prod.adage.com/whitepapers/leading-national-advertisers-2020-fact-pack.html

The Nielsen Total Audience Report: August 2020. (n.d.). Retrieved September 28, 2020, from
https://www.nielsen.com/us/en/insights/report/2020/the-nielsen-total-audience-report-
august-2020/

The Statistics Portal. (n.d.). Retrieved September 28, 2020, from https://www.statista.com/