ANALYSIS: SALE OF THE WEEK

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 stuff.

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

stuff.



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

weights.



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.’



Got a potential sale of the week? E-mail lexie.goddard@haynet.com.



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