Coles Health & Beauty

Coles briefed us to develop a multichannel health & beauty content strategy with the aims of:

• Positioning Coles as a trustworthy source of health and wellbeing content
• Promoting expertise and service in order to win the retail space against the competition
• Targeting Australians of all ages who are trying to be more mindful of their health and wellbeing
• Building customer touch-points that drive supplier revenue

Based on research and insights into beauty, wellness and crossover trends, the competitive set and customer behaviour, we designed a content strategy focussed on creating realistic content for time-poor women.

Taking into account the different needs of different age groups, our content is designed to equip and empower customers to:

• Have strategies for better, healthier living
• Feel happier with how they look
• Save money through smarter choices that are right for their needs

We do this by providing credible information led by experts and delivered in a relatable way.

Coles Health & Beauty magazine was launched as a quarterly in January 2019, with content subsequently amplified as:

• Daily inspiration posts on the @coleshealthandbeauty Instagram channel, helping us have regular customer conversations
• How-to videos published on our Coles YouTube channel, providing added value to customers

According to the May 2020 Coles Circle Survey:

• 1 in 5 readers have had a change in perception of the health & beauty aisles at Coles as a result of reading the magazine
• 37% of readers were inspired to take action after reading the magazine (put products on shopping lists, seek out products in store, share on social media)
• 43% of readers want to see more of this publication
• 25% of readers pass the magazine on to friends or family

In addition, advertising revenue in the first year of publication increased by 180%, driving an increase in book sizes from 52 pages at launch to 148 pages for recent issues.