Think Smart Look Amazing
Think smart,
Look amazing
1
Think Smart Look Amazing
Great success in 2010
Normal + pocket size: +15% vs y-1
Kaiyuan retail survey: ahead of Vogue and Bazaar
The 1st international 100% beauty magazine
TV + website + magazine trinity platform - interaction
Iconic fashion event – incredible market impact
The bridge of top fashion brands with consumers
www.marieclairechina.com
Viva e-magazine
Think Smart Look Amazing
MC Fashion – aspiring yet accessible
High quality of local production (>90% in fashion)
=>Strong relevancy to Chinese readers
MC is now 4th choice for Top 15 fashion clients, above Cosmo
Think Smart Look Amazing
MC Beauty - authoritative yet practical
Leading beauty trend
and consumption behavior
China beauty market reference
Think Smart Look Amazing
MC Feature – broaden your horizon yet relevant
Marie Claire distinguishes itself with must
read stories that cover a breadth of topics
reflecting the eclectic interests of the
discerning 21th century women.
Think Smart Look Amazing
The leading brand for fashion innovation
incredible market impact
Marie Claire Style China 2010
More than 30 top fashion brands participated
Over 100 Super Stars, models and celebrities presented

Over 150 Media full exposure on websites,TV, newspapers and
magazines
Over 800 advertisers join the ceremony
Iconic fashion event - incredible market impact in 2010
Think Smart Look Amazing
PEB – The most authoritative beauty award
2011
Think Smart Look Amazing
120P Fashion Trend Book: March / Sept
Trend book - Showcase the seasons key trends and the very best clothing and accessories
Think Smart Look Amazing
120P Watch & Jewelry Special: May & Nov
Interpretation to the latest
trends of Jewelry & watch,
and fashion accessories
Practical tips about how to buy jewelry and watches
Think Smart Look Amazing
Wedding special in May and October
Introduction of the most practical tips
to new couples
Think Smart Look Amazing
2011 Marie Claire Editorial Calendar
Month
January
February
March
April
Main
book
Luxury issue
Love
2011 Fashion
S/S
Beauty
Carnival
Supple
ment
2011 Fashion
trend book
Month
May
June
July
August
Main
book
Wedding
Lightness for
Summer issue
Special men
Issue
Environmentalist
Supple
ment
Watch & Jewelry+
fashion accessories
Month
September
October
November
December
Main
book
2011 Fashion
A/W
Love
ourselves
Travel Issue
Anniversary
Supple
ment
2011 Fashion
trend book
Win women +
In-book wedding
supplement
Watch & Jewelry +
fashion accessories
MC Style
China 2011
Think Smart Look Amazing
Ipad / Iphone versions E-magazine on monthly basis
Marie Claire Beauty
No. 1
International
100% beauty
magazine
Think Smart Look Amazing
MC Beauty - Turning monthly 2011
Beauty fans’ must-have
Entertaining & innovative
Professional & practical
Interactive
Value for money
Think Smart Look Amazing
Who are the readers of MC beauty?
They are active beauty fans, 25 in average
• Always passionate and curious with high sensibility on
beauty products.
• They are willing to learn all the practical beauty and
skin care skills. Hoping to become a trend setter or
beauty pioneer.
• They are eager to try new beauty
products, and would like to share and
exchange their comments. Internet is
one of their favorite platforms for
interaction.
Think Smart Look Amazing
Interaction starts from sample trial
On-pack new cosmetic product samples
Readers encouraged to go to
www.marieclairechina.com for registration
And to share and exchange after trial
Further interaction for extra prizes
Partnership with No. 1 beauty program
Think Smart Look Amazing
MC Beauty community
The No.1 beauty community with interesting interaction, large of beauty products,
you will love to share with authorized beauty experts and thousands of beauty elites.
MC Beauty
Magazine
MC Beauty
Community
MC Beauty
Elite
Institute
Beauty Experts + Beauty Elites + Beauty Fans
Written by thousands of beauty fans
Exclusive beauty video shooting by MCTV team
Think Smart Look Amazing
MC Beauty Elite Institute
健康系
Health
美体系
Body
美发系
Hair
护肤系
Skincare
彩妆系
Makeup
Already 39,450 Online Students
• 74% are eager to trial new beauty
products
• 64% would like to share and
exchange their comments
19
• 43% have bought the beauty product
online
Think Smart Look Amazing
Why those girls love to join MC Beauty Institute?
Hierarchy of Needs by Maslow could explain why MC Beauty Institute works
She will represent more girls,
she has power to influence
more people. She is a
leader of thousands fans
Continued upgrading to collect points,
which represent her position. Based
on her online behavior, she will gain
related benefits (trial, real product,
comment published on magazine,
participate MC TV programs, etc)
To be a member of beauty
community and
communicate with beauty
expects and elites and
share her thoughts
Think Smart Look Amazing
The working flow of users experience in beauty
elite institute
 Go to website and recruit
to MC Beauty Elite
Institution
 Acquire credits through
beauty testing
Purchase MCB
and get the
information of Elite
Institution & Beauty
Products
To be a
freshman and
choose a beauty
product for trial
4.
6.
7.
Elite
As a MC
Beauty Elite,
having more
exposure on
MCB, TV, MC
studio,
Website, and
obtain brand
sponsor
Graduating from
Institution with
more and more fans.
Helping to answer
online questions
regarding to beauty /
skincare
Junior
Graduation
By sharing beauty tips,
getting the coach by
beauty experts, having
more chance to join the
brands’ offline events.
The top 10 beauty tips
would be put on the
magazine with the
student photo
5.
Senior
Submit the trial
report and get more
points for
exchanging more
benefits
21
Think Smart Look Amazing
“Palm MCB” on mobile
Viva platform + MCB mobile newspaper
2010 Viva flow-in
rate/edition＞ 320,000
• “MCB newspaper” on
mobile, launching in January
2011
- Cooperation with three
leading mobile operators
- 8 editions /month=5yuan
- Double exposure for beauty
brands
Leading the trend of digital reading
Think Smart Look Amazing
MCB Year 2011 editorial structure
25% skin care
25% make up
15% perfume, body care, etc
12% fitness, diet , health
12% hair care
11% celebrities, beauty trends and others
Think Smart Look Amazing
MCB Year 2011 Editorial Highlights
January: New year new look
February: Smart skills of makeup
March: Pink
April: Glorious skin
May: Green beauty
June: Beauty elite institute special
Key topics you can’t miss…
July: S ( S shape, sexy..)
August: Cool of skin
September: seasonal hair care
October: High-tech beauty
November: Happy shopping (Cooperation
with a few strategic shopping malls)
December:Year-end lab test + perfume
calendar
Think Smart Look Amazing
Kaiyuan – Sept 2010
2.0
Jun.2010
Sep.2010
+13.9%
1.5
1.3
1.3
1.2
1.2
1.2
1.2
1.1
1.1
1.0
0.5
0.5
0.5
0.3
0.2
0.1
0.2
0.0
Ray Lady
MC Beauty
COSMO
BAZAAR
UP
CECI
BITEKI
1) Survey conducted in September 2010, covering BJ / SH / GZ / HZ / SY / NJ / WH / CD / SZ /
CQ
2) MC Beauty ranking ahead of many international fashion magazines just after the launch.
Think Smart Look Amazing
Appendix
Think Smart Look Amazing
Marie Claire
Marie Claire Beauty
Cover price
RMB 20 / monthly
RMB 10 / monthly
On-sale date
10th / nationwide
25th / nationwide
Reader’s average age
30yrs
25yrs
The percentage of
beauty column in the
magazine
A well mixed fashion magazine of
Beauty, Fashion, feature and lifestyle
sections. Beauty content accounts
for 20% of the entire magazine.
100% dedicated to beauty aiming to meet with
beauty lovers needs. Complete and comprehensive
content including the skin care, make up, hair care,
perfume and body care, health, etc.
Style positioning of
the Beauty content
Authoritative; professional; trendy.
Vivid; practical; entertaining; interactive
Uniqueness
The global well known Marie Claire
PEB Awards and Greater China
Award is considered as the most
authoritative beauty award in China.
It’s a magazine that you can play with, readers are
always encouraged to share, exchange and interact.
It’s No.1 beauty paradise provided with a trinity
platform of magazine, TV and website.
Circulation strategy
Strong leadership in the 1st tier
cities, while quick developing in the
2nd and 3rd tier markets.
Attacking 1st-tier cities, and rapidly penetrate the
2nd and 3rd tier markets taking the advantage of
cover price.
Yearly sampling strategy only available to MC beauty