A screen shot of Beauty Scoop magazine (Wal-Mart)
The glossy not only features advice from the beauty editors at Allure, Glamour, and SELF—the entire publication (albeit a 12-page pub) was actually created by Conde Nast, according to a report in WWD.
Shocked? Maybe that's because the publishing powerhouse doesn't really want you to know about it. Nowhere does Conde's name appear on the skinny shopazine other than its brands' callouts.
The secret collaboration, which comprises five monthly issues of 500,000 copies in-store and 2.5 million direct-mail distributions, is just another indication of Wal-Mart's recent push to become a big-box retailer in the beauty industry. Last week, the bargain brand announced its exclusive partnership with Drew Barrymore's new beauty brand, Flower.
We're dying to know, what are your thoughts on the Conde/Wal-Mart collab? Conde's luxury lifestyle positioning is pretty far off from Wal-Mart's deal-buster business model, no? Also, do you buy beauty products at Wal-Mart? Would you in the future? Sound off in the comments, below!