Safilo brands are featured in interactive editorial in the May issue of Marie Claire, which enables readers
to try on and shop for brands via the magazine’s free YouCam Makeup app,which they can
scan via a symbol on the printed page.
Marie Claire’s May issue presents a
sunglass-themed editorial platform,
titled #GETFRAMED, part of its 101
Ideas Best Accessories section.NEW YORK—The May issue of Marie Claire, presents a first-ever sunglasses-themed interactive editorial platform, titled “#GETFRAMED,” as part of its 101 Ideas Best Accessories section. It’s designed to empower 18+ million women to make sunwear the focal point of a transformative fashion statement. Safilo USA has partnered with the magazine for part of its sunglass-themed editorial special section, which provides fashion inspiration and a definitive guide to building an eyewear collection, inspiring women to build an entire wardrobe of eyewear to complete every fashion statement.
Featuring pages of eyewear fashion inspiration and shopping information, Marie Claire presents fashion, accessory items and sunglasses from a range of eyewear brands. However, Safilo brands in particular are extensively featured via “editorial native integration,” which means that the eyewear is fully interactive and shoppable through the magazine’s free YouCam Makeup app, a mobile technology with virtual try-on (VTO) capabilities, already downloaded and accessed regularly by over 140 million users. The app featuring sunglasses launched in tandem with the May issue. Safilo’s Jimmy Choo, BOSS, Celine, Fendi, Gucci and Kate Spade frames are among those featured in the issue along with their sunglass ads in the issue.
Several fashion, accessories and sunglass
brands are themed in Marie Claire
trend pages. The Safilo sunglasses
are tagged with the icon that enables
readers to try on and shop from the page
via the YouCam app.Each editorial page featuring Safilo eyewear will offer an interactive, shoppable experience to virtually try and buy. The reader can scan an in-book QR code to download the free YouCam Makeup app and then look for the shopping bag icon throughout the editorial pages to access specified styles to help build a sunglass wardrobe with looks for every occasion. Within the app, they can try on different styles virtually, share favorites with friends socially and shop the featured items from the Safilo-owned Solstice Sunglasses retailer’s website.
Solstice Sunglasses is also the exclusive partner for the magazine’s in-book and online #GETFRAMED national sunglasses sweepstakes with a chance to win a sunglass wardrobe thanks to three gift cards, totaling $1,000 each, to Solstice. Readers can enter the sweepstakes, which is open until May 31, at marieclaire.com/get–framed. As part of the program, Marie Claire retail events, hosted by Kyle Anderson, Marie Claire’s market and accessories director, will take place in two Manhattan Solstice Sunglasses locations.
Marie Claire, a joint venture between Hearst Magazines and Marie Claire Album, has 34 international editions and reaches more than 40 million women worldwide. With over 200 million downloads globally, Perfect Corporation is the maker of the YouCam Makeup App.