Elizabeth Arden

Elizabeth Arden : After Five

Elizabeth Arden wanted to promote their new ‘Fifth Avenue After Five’ fragrance to ‘cosmopolitan chic’ women to a young, urban, ABC1 female audience who love socialising

How we delivered

Our creative idea was to produce a bespoke 20 page mini magazine which was poly-bagged with ES Magazine. We felt that this was the perfect vehicle to reach an affluent, urban and high value audience.

The 20 page glossy, full colour magazine called ‘After Five’ featured editorial highlighting the outfits to wear and the places to be seen in London after 5pm.

Incorporating quality photography, glamorous faces and must-have beauty tips, the magazine provided perfect synergy between the upmarket ES Magazine reader and Elizabeth Arden’s new fragrance.





An Elizabeth Arden goodie bag competition also ran to encourage additional interaction with the readers whilst generating interest and desire for the Elizabeth Arden brand.

The results

The creative was very glamorous and we wanted to associate the product with contemporary life. As a result the ‘After Five’ booklet was produced in association with ES Magazine due to the synergy between both brands. It was unique, stylish, informative and kept its promise to make Fifth Avenue After Five the perfect partner to a night out.

Claire McLaughlin | Manning Gottlieb OMD