Professional hair care brand Sexy Hair is merging traditional media with advanced mobile shopping technology in the May issue of Cosmopolitan. By working with PowaTag, readers of the Cosmo issue will be able to instantly purchase Sexy Hair’s Big Sexy Hair Spray & Play hairspray with their smartphone, simply by scanning the special ad.

Sexy Hair is the first beauty brand to implement PowaTag’s instant-shopping technology in a major US magazine.

“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 toward 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.”