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A Beautiful Breakfast with Cosmo

A Beautiful Breakfast with Cosmo

By : Shawn Wong
February 19, 2013
Tags: cosmo beauty awards, cosmo beauty breakfast, Cosmopolitan Singapore
Category: Research

A couple of weeks ago, unbeknownst to the office crowd along Bras Basah Road, a small group of brand representatives from some of the biggest names in the beauty industry had gathered together for breakfast at the Garibaldi Restaurant & Bar. But having breakfast at the award-winning Italian eatery, was not the only item on the agenda.

Besides being an award ceremony for Cosmopolitan’s first-ever Southeast Asia Beauty Awards, attendees to the Cosmo Beauty Breakfast were also treated to a sneak preview of the IPSOS Magazine Study 2012 results. Commissioned by SPH Magazines and conducted by IPSOS, the aim of the study was to obtain both demographic and psychographic information about the readers of various magazine titles.

The study confirms the success of Cosmo’s strategy in engaging its readers with bold, groundbreaking content that isn’t afraid to take a stand.

Reaching for the Stars

42,000 female PMEBs between the ages of 20 – 49 were found to have read Cosmopolitan in the last three months. Given that Cosmo as a magazine is still in infancy, this level of reach and market penetration it has already achieved is impressive.

A Quality Audience

In bringing Cosmopolitan to Singapore, the team envisioned the creation of a magazine aimed at the young, financially independent woman with a high level of disposable income and purchasing power. A closer look at the results of the IPSOS Magazine Study 2012 immediately reveals that Cosmo has succeeded in attracting the right audience.

The typical Cosmo reader is 25-34 years of age. She lives in either a 4 to 5 room HDB flat, or a private residence. In addition, she is most likely to be a degree holder. Where her career is concerned, she holds a Senior/Managerial position and has a monthly personal income of almost $5,000 (compared to the median national income of $2,440). In short, she is young, well-educated and already commanding a high income.

Like many other young women, the Cosmo reader understands the need to look and feel confident about herself while going about her daily live. Given her higher than average level of disposable income, the average Cosmo reader tends to spend more on products that let her go about her life, feeling sexy and ready to take on the world.

Closing Words

From a highly engaging magazine to a blog that commands a great amount of loyalty, the team behind Cosmopolitan Singapore has succeeded in creating a brand that has in such a short span of time, managed to establish and endear itself to a prime segment of magazine readers in Singapore. In addition to this, other unique initiatives such as the Cosmo blog and the Cosmo beauty club serve to further bolster engagement levels amongst readers, giving them an entire community to participate in, interact with and contribute to, making Cosmopolitan Singapore a truly complete lifestyle experience.

Stay Tuned for Our Upcoming Campaign Showcase on the Cosmo Beauty Club!

About Shawn Wong :

Shawn is a self confessed tech geek who also enjoys the simpler things in life, like taking long walks on the beach and spending lazy afternoons with his cat. He also indulges in a good book every now and then (on his iPad of course). Contact him at wonghfs@sph.com.sg

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