A Custom Pub With a Strong Sense of Style
Regis Salons, the flagship brand of parent company Regis Corp., launched its quarterly magazine called The Hair Book on April 6.
The magazine, published with the help of brand storyteller Story Worldwide is distributed at the 1,100 North American Regis Salons and has a circulation of 300,000. The Hair Book also has an accompanying blog, TheHairBookOnline.com, which offers readers hair care tips, tricks and styles.
For the partnership, Story Worldwide provides the publishing capabilities and beauty editors, and Regis brings its hair care expertise and distribution via its large retail footprint.
Publishing Executive Inbox spoke with Story Worldwide's Director of Marketing Services Sun McElderry about the launch.
INBOX: What gives you the confidence to launch a magazine in such a difficult economic climate?
SUN MCELDERRY: Strong partnerships in the beauty industry give us an edge in securing support for the magazine and site. In fact, several advertisers have signed on as long-term partners already, including Wella and Paul Mitchell. Furthermore, our content is highly relevant. During a downturn, people continue to need practical advice about achieving an attainable style, and hair care remains an affordable luxury—a flattering hairstyle might cost one-tenth of a Gucci bag, and you can wear it with anything.
INBOX: How does the magazine's online blog fit into the business model?
MCELDERRY: The site deepens our relationship with magazine readers through exclusive daily content. It also helps grow the audience far beyond our magazine circulation and adds value for advertisers. Finally, it also allows The Hair Book and Regis to participate in an online dialogue about hair care and trends with consumers through social media.
INBOX: So there will be original, online-only content?
MCELDERRY: Every day. Most recently, our experts reported on trends at this year's America's Beauty Show in Chicago; provided advice from stylists on recreating the retro styles seen on the television show Mad Men and stars Katy Perry and Mischa Barton; spread the word about the new host for the upcoming season of hair salon reality show "Shear Genius"; and uncovered a video of designer Isaac Mizrahi explaining the importance of hair styles at the debut of his first Liz Claiborne collection.