Gosh! Grazia really does seem to be going to town with its new tricks! Most recently it created a ground-breaking 3D issue featuring Florence Welch. Now the magazine has teamed with L'Oréal Paris’ on a new interractive video ad featuring Cheryl Cole. The campaign is for L'Oréal's latest Glam Shine Reflexion lip gloss range. Readers simply take the print ad from a current issue of Grazia in June or July, hold it up to their web cam while on the L'Oréal Cheryl homepage, and an exclusive behind-the-scenes video of Cheryl making the company's TV ad appears! (The TV ad hits screens on Wednesday.)
That's not all, either. Apparently the advert is pretty special itself too, directed by Jake Nava, the man behind Beyonce's music videos for Single Ladies and Crazy In Love. I can't wait to give this a try! It's such an interesting way to promote a product and I'm super excited to see the ad. Are you a fan of L'Oréal?
Photo courtesy of Grazia Magazine