L’Etoile Magazine mediakit 2012

History of creation

In an effort to be a part of daily life of every woman, L’Etoile stores offer the best and newest in beauty industry. L’Etoile strengthens its position in the «Expert» category, developing customer loyalty, and attracting of new customers. Expanding the possibilities of products and services in November 2009 L’Etoile has released the first specialized magazine for its customers — a monthly magazine about life style of modern Russian women. Two years later, the publication has become «iconic» in beauty industry, not only among retail magazine, but in the segment of glossy magazines as well.

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Сoncept

The world of beauty and personal care rituals are special moments for a woman. Whatever is her age and social status she always aspires to an ideal of her appearance, carefully studying and choosing all available tools. She learns to understand this world of beauty with L’Etoile for the benefit of confidence of her own irresistibility. It is always important to take care of her face and body, compliance with her individual style and assurance in quality of the goods and services to which she trusts.

L’Etoile Magazine is a personal guide to modern life of a woman.

L’Etoile Magazine is a personal guide to modern life of a woman. It speaks as a friend regardless the distance. This dialogue creates the special relation between the reader and the magazine, and as a result, between the customer and a retail brand. This is unique and admirable publication, the edition for refinement and comfort of every day. It draws attention by its quality and new sounding. It offers pleasant dive into a dream, it is interesting for reading and re-reading. This is a bright and warm communication with taste and special atmosphere. This is communication with L’Etoile.

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The Unique Cover

L’Etoile creates special relations between a legend of the French style and charm, the spokeperson of the retail brand — Patricia Kaas, and the customers. It is a story about the woman, capable to change herself easily and be different — from usual friend to divine femme fatale — miracles of «transformations» to recover the beauty in a new way. This idea which seemed like imagination in the beginning, eventually has turned into the most interesting and fascinating project, with aspiration for new images and atmosphere, new feelings and new looks. L’Etoile creates gallery of covers — variety of incredible images — from the modest and charming ballerina to vamp woman. Every month L’Etoile and Patricia Kaas come back to their customers and readers with a new cover and a subject for discussion — for new sound of beauty!

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Editorial content News • Dolce vita

Trends

History of the brand

Make-up

Psychology

Secrets of beauty

Fashion

The travelling

And something else:

LL Transformation LL Beauty person LL Celebrity in the POS mediakit 2012

LL Cook with pleasure LL Horoscope LL The required address 2012 L’Etoile 5

Special section

Beauty Atlas

In full volume

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All about eyes

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Distribution More than 750 POS all over Russia! Thanks to L’Etoile, all the women in large cities and small towns, look beautiful. Every woman is beautiful in her own way!

Distribution of the circulation of one issue

1=4

Reading the magazine, every woman recommends it to her friends. Four persons read one L’Etoile magazine!*

38% 32%

19%

11%

L’Etoile magazine is free with any purchase over 500 rubles in the regions and more than 1,000 rubles in Moscow. *information from TNS Gallup Media NRS 2012/2

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Distribution

Readership numbers among the leading monthly magazines in Russia* (in thousands of monthly magazines and journals coming out every two months)

1 Cosmopolitan 2 Vokrug Sveta (Around the World) 3 Karavan History 4 Health 5 LIZA Krossword 6 Burda 7 My beautiful villa 8 L’Etoile 9 Domashniy Ochag 10 Karavan History Collection

6359,3 4946,4 4525,5 3125,6 2928,3 2883,8 2683,8 2050,1 1965,7 1906,0

Specialized magazine

about beauty #1

*Information from TNS Gallup Media NRS 2012/2 mediakit 2012

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Distribution

Readers of the magazine — the modern women with good taste and sense of style. They have a stable income, active social life, and follow all fashion and beauty tendencies. They are the main customers of cosmetic products. They tenderly take care of themselves, and value their time and money. L’Etoile helps them to make the right choice.

Structure of readership

79% 21%

Profile of readership Affinity Index**

women

men

Women 16-19 Women 20-24 Women 25-34 Women 35-44 Women 45-54

327 252 213 162 181

L’Etoile magazine is opened to customers of any income. Housewives, students, employees and professionals are the basis of the client audience. ** Moscow 16+ mediakit 2012

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Basic rates for advertising

full page colour

Trim size (W x H) whithout bleed

LL single page RHP LL single page LL single page RHP in 1/2 LL single page RHP in 1/3

845 250 rub. 735 000 rub. 367 500 rub. 257 250 rub.

175 x 225 mm 175 x 225 mm 87,5 x 225 mm or 175 x 112,5 mm 58,5 x 225 mm or 175 x 75 mm

Premium Position LL Single Content LL Single Masthead LL Single Editor’s Letter LL Single News LL Single Trend LL Single on the cover



882 000 rub. 882 000 rub. 882 000 rub. 882 000 rub. 882 000 rub. 882 000 rub.

Spreads LL First Spread LL Second Spread LL Third Spread LL Spread in 1/3

2 080 000 rub. 1 720 000 rub. 1 640 000 rub. 1 625 000 rub.

Covers

Trim size (W x H) without bleed and break off in the spine of the publication 350 x 225 mm 350 x 225 mm 350 x 225 mm 350 x 225 mm Trim size (W x H) whithout bleed

LL 3rd Cover LL 4th Cover LL gatefolder

938 000 rub. 1 632 000 rub. ask for info

175 x 225 mm 175 x 225 mm ask for information

Prices do not include VAT Detailed specifications for the magazine are available on request from the editorial office.

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Special advertising projects Inserts, sampling

Special projects

Discount coupons

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Production deadlines in 2012

ISSUE

BOOKING DEADLINES

AD MATERIALS DEADLINES

OUTPUT

2012 FEBRUARY

17 NOVEMBER

9 DECEMBER

10 JANUARY

2012 MARCH

20 DECEMBER

16 JANUARY

13 FEBRUARY

2012 APRIL

23 JANUARY

14 FEBRUARY

12 MARCH

2012 MAY

22 FEBRUARY

13 MARCH

10 APRIL

2012 JUNE

26 MARCH

16 APRIL

11 MAY

2012 JULY

23 APRIL

14 MAY

20 JUNE

2012 SEPTEMBER

22 JUNE

13 JULY

14 AUGUST

2012 OCTOBER

23 JULY

13 AUGUST

14 SEPTEMBER

2012 NOVEMBER

22 AUGUST

12 SEPTEMBER

10 OCTOBER

2012 DECEMBER

21 SEPTEMBER

12 OCTOBER

12 NOVEMBER

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Features of the advertising policy

Due to the Lifestyle magazine’s positioning, any advertisers are allowed to advertise and report about the goods and services of target audience «women 16 +». Considering that fact that the magazine is the official publication of retail chain of shops, the goods and the services which are directly competing to a chain are not allowed to be placed as advertising: — specialized beauty and cosmetics stores; — department stores; — beauty products not presented in retail chaine Beauty products distributed by alternative way for appearance: — beauty products exclusively distributed by drugstores (except for the biological active additives targeted on complex solutions); — the clinics of esthetic medicine which are directly addressing to alternativeness of solutions of problems of beauty in comparison with products presented in retail chain.

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The advertising ideologically not allowed to be place: — personals of occult services; — announcements of not licensed medical services; — the goods and the services rendering a negative consequence on health; — other goods and the services, not coinciding ideologies of the magazine. The individual approach and the decision on advertising is applied in case of indirectly competing advertisers: — specialized retail chains with two and more commodity brands; — cross-advertising of a commodity brand and specialized retail chains the brands having products of various categories, including directly competing, but not presented in a chain hard alcoholic beverages; — cigarettes and tobacco.

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for more information please contact

Editor-in-chief Mikhail SHEDRIN [email protected] Editorial director Anna URLOVA [email protected] Marketing director Svetlana SOKOLOVA [email protected] Advertising sales director Julia SHAPOVALOVA [email protected] Advertising production manager Anna PLOTOKHINA [email protected]

Address: 28/2a, Simpheropolskiy blvrd., Moscow, 117452, Russia. Telephone: +7 (495) 937 1231 Fax: +7 (495) 937 1233 mediakit 2012

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