Seasonal Trends: Toiletries/Cosmetics Ads Helped Fashion Titles In Q1 2012


Two major exceptions to the first-quarter ad-page decline are the beauty and fashion sectors, which have been covered here at min. One advertising category that was a factor in the strong March issues was toiletries/cosmetics, which increased ad pages by 6% to 3,266 total pages versus 3,068 in first-quarter 2011. Although People achieved top market share among magazines with 241 pages, the top 10 otherwise was dominated by major fashion titles. People featured eight pages and Allure featured 7.5 from CoverGirl Blast Collection, the top toiletries and cosmetics advertiser in the first quarter.

Many of the largest toiletries and cosmetics subcategories increased ad pages, including cosmetics (+32%), nail care (+15%), and oral hygiene (+11%).

The three MagazineRadar charts below show the top toiletries and cosmetics categories and the magazines and brands that had the highest market share in the toiletries and cosmetics category in the first quarter.