HP targets younger women with tie-up with Elle magazine

Hewlett Packard is tying up with Hachette Filipacchi's fashion magazine Elle, as part of an attempt to reposition itself as a more consumer-friendly brand.

Targeting young women for the first time, the print and online strategy looks to promote HP's range of digital cameras and photographic technology.

The deal, brokered by Elle's promotions department in conjunction with its international department, IGA London, will allow readers to download a digital photograph of themselves on to a website. They will be able to superimpose their image on to the cover of Elle.

Readers can then enter a competition for the best cover, with prizes including HP cameras.

Jhan Ruston, the Elle promotions manager, said: "We like to produce innovative and bespoke projects for clients, allowing them to create a property they can own."