Beauty at Tesco tablet magazine

by Cedar Client: Tesco
The Brief
  • To produce a stand-alone quarterly tablet magazine to support Beauty at Tesco and to help customers better understand the brand ethos and offering
  • To bring the brand to a new audience, through a new platform
The Challenge
  • To create a fully interactive digital magazine, which is aspirational yet useful and accessible
  • To make Beauty at Tesco stand out in a crowded market place of branded beauty content
Creative Approach

To create the aspirational element, Cedar exploited the opportunities of this new digital platform: creating space for stunning photography, animation and user interaction. An established photographer shot the cover story and also created animated images of the models, which gave the content the wow factor.

Through the imagery, the big, bold graphic approach established confidence, while the familiar stacked, black-on-white typographic style referenced premium beauty and fashion content. Lower case and hot pink splashes were employed to retain on-brand friendliness and accessibility.

The navigation needed to be really easy to appeal to all tablet users. This was achieved by creating clear section heads, using singular, large graphic words as buttons and products revealing ‘clickable’ results – either displaying the description or purchasing options.

The content, while beautiful, still needed to be useful and accessible, so imagery was interspersed with expert tips, how-to videos, reader reviews and exclusive giveaways. The content had purpose — to inspire and showcase breadth of range and value for money, featuring savvy, budget-friendly brands as well as luxury lines.

The links to the Tesco Living content hub and social channels encouraged readers to continue the brand journey. Furthermore, the majority of products featured were click to buy making the purchasing experience seamless.

The Results

Screen views: 45,556
Average session duration: 5 mins 28 secs
50% of sessions are return users