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The 25th anniversary edition of Michael Edwards’ Fragrances of the World |
US. Hearst Magazines Digital Media, a unit of Hearst Magazines, has announced a partnership with international fragrance expert Michael Edwards.
Edwards is the creator of the annual guidebook Fragrances of the World, which marks its 25th edition this year. He has also created a comprehensive online database spin-off of the guidebook, and it is utilised by perfume industry professionals, journalists and fragrance lovers alike.
Using Edwards’ expertise, Hearst will launch an online Fragrance Finder aimed at helping consumers find their ideal scents. The Fragrance Finder will appear prominently throughout the Hearst’s digital Women’s, Teen and Men’s Networks, including the websites for Cosmopolitan, Esquire, Good Housekeeping, Harper’s Bazaar, Marie Claire, Redbook, Seventeen and Town & Country, as well as Cosmogirl.com.
The Fragrance Finder allows site visitors to explore and interact with different scents, get recommendations based on personal preferences determined through a “scent quiz” and learn about the scents that celebrities are wearing.
The interactive tool will be featured on prominent links within the network’s high-performing flipbooks, which generate more than 25 million page views per month. It will also be embedded in the popular Cover Cam series, which features behind-the-scenes footage from magazine cover photo shoots with popular celebrities. Cover Cams are among the top performing videos on YouTube, with more than three million streams a month. In addition, the Fragrance Finder will also appear within the Hearst Teen Network of sites on Q&A forums, polls and quizzes.
“Fragrance brands are continually looking for innovative ways to reach and educate new customers before they make a purchase,” said Edwards. “The Fragrance Finder will be an invaluable tool for anyone searching for a recommendation, a scent that has similar characteristics to one they already wear, or advice on how to find a new fragrance that’s right for them.”
Hearst Magazines Digital Media Vice President of Sales and Marketing Kristine Welker said: “This partnership combines the expertise of Michael Edwards with the power of Hearst’s iconic brands.
“The Fragrance Finder will offer advertisers the opportunity to reach a large audience of men, women and teens interested in exploring the various scents available to them, and will be a great tool for consumers, helping to drive their fragrance shopping decisions,” she added.
About Michael Edwards
Michael Edwards is the author of both Fragrances of the World and Perfume Legends: French Feminine Fragrances. Recognized by two FiFi awards for his contributions to the fragrance industry, Edwards has become what is described as “the perfume experts’ expert”.
His annual Fragrances of the World guidebook, published in the 25th edition this year, and his Fragrances of the World.Info database are said to be the world’s most comprehensive references for professionals, retailers and fragrance lovers alike. For more information, visit www.fragrancesoftheworld.com.
Edwards’ proprietary database was created in conjunction with 3P Technology, which specialises in the application of technology to solve business problems.
About Hearst Magazines Digital Media
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites which serve the company’s consumer audience.
For more information, visit http://www.hearst.com/magazines/.
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