The Flat Perfume Spray Sample that Appeared in Fashion Magazine @FashionCanada
Although the flat perfume spray “bottle” appeared in the October 2010 issue of Fashion magazine, I still get questions about how we got the sample into the magazine, and where on earth it came from.
Our advertiser, Thierry Mugler (Clarins), approached their agency, Challenge Media, with the flat spray sample. In turn, they inquired if Fashion could potentially tip this flat spray sample into the magazine.
We gave it a look, a poke, and put it through rigorous testing (I stepped on it) to ensure it could withstand the manufacturing process. We agreed to give it a whirl.
Tipping it to their ad page was easy enough, it was getting it through the bindery process - riddled with clamps, bands and sharp turns around the drums - that had us most concerned. We didn’t want any bursting or accidental spraying damaging the magazines, equipment, or gassing out the printing plant.
It took nothing less of what I refer to as “jiggery pokery” to adapt the equipment to handle the insert without damaging it. Enter MacGyver.
The bindery team at St Joseph Printing determined the best placement on the page to avoid the clamps that would carry the signatures down the line. The ad was designed and the insert sample was integrated around this specification.
Padding was strategically affixed to the equipment to help absorb some of the shock as each signature was picked up and handled on the binder. We also slowed down the bindery speed.
Results were great. Fashion was the first magazine in North America able to carry the insert for Thierry Mugler due the combined efforts of everyone involved.
http://graphicartsmag.com/news/2010/09/new-in-print-flat-spray-perfume-sample-format-for-womens-magazines
Since then, I repeatedly get inquiries about the flat spray and who supplied it. I’ve researched it, and found a supplier. Here is a link.
http://www.aptar.com/beauty-home/gift-promotion/brands-need-/getting-discovered/imagin
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