Kensington ladies plunge themselves into it at least seven times a
day and claim to enjoy it more than sex. Trendy bars from Soho to Paris
use it in decorative displays and even devote entire menus to the
Erin O’Connor won’t step out without a spray of it on her face, and
surgically constructed glamourpuss Caprice uses bottles of it as workout
What is it? Evian of course. And the ladies at Elle magazine spotted an
opportunity to cross-promote the fashionable French eau minerale with
their own chic brand.
’Both brands are French, stylish and beautiful and are, therefore, a
perfect match,’ says publishing manager Suzanne Grover.
She and promotions manager Sophie Longhurst put their heads together
with the Elle editorial team and came up with the idea of a 24-page
supplement devoted entirely to Evian. They pitched it successfully to
Alex Sullivan at Carat and Evian’s Darren Thomas, and it appears with
the May issue. ’It’s a perfect extension of both Elle and Evian’s brand
values,’ says Grover, ’and the client loved it.’
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