Printed Page Offers Direct Purchase

Professional hair care brand Sexy Hair is merging traditional media with advanced mobile shopping technology in the May issue of Cosmopolitan.

By working with mobile platform PowaTag, readers of the Cosmopolitan issue set to hit newsstands next week will be able to instantly purchase Sexy Hair's Big Sexy Hair Spray & Play hair spray with their smartphone by scanning the special ad.

Sexy Hair is the first beauty brand to implement PowaTag's acclaimed instant-shopping technology in a major US magazine, simultaneously bringing the power of digital advertising to print and establishing a new standard in the mobile beauty marketplace.

“Advertising in the top fashion and beauty magazines has always been a guaranteed way to reach our target audience, but this new technology takes this to the next level,” said Jennifer Weiderman, VP of marketing and education for Sexy Hair. “Print ads have traditionally centered on piquing the reader's interest and building towards a future purchase later on – the potential reach is huge, but the actual sales conversion is out of our hands. Our partnership with PowaTag removes the uncertainty by enabling anyone who sees the ad to instantly complete the purchase as soon as the impulse strikes. Sexy Hair strives to be on the forefront of innovation and the possibilities here are endless, so this partnership was the ideal match.”

“Sexy Hair is in good company with several other professional beauty brands who have partnered with Powatag, but Sexy Hair will be the first to execute in consumer print advertising,” said Jill Pauley, director of ecommerce at Sexy Hair. “We're excited to see how it performs.”

Cosmopolitan reaches more than three million readers in America with every issue.