PEOPLE is a cultural force, reaching 1 in 3 adult consumers, 1 in 2 moms and more affluent adults than any other magazine. From red carpet to retail, PEOPLE provides unparalleled access to consumers and tastemakers. Time Inc. was looking for ways to grow licensing revenue by leveraging PEOPLE’s unmatched brand power. As an innovative licensing partner and an expert in the industry, YGS was who PEOPLE turned to for new ideas and best practices for its accolade licensing program.
After program, industry and brand analysis, YGS met with Time Inc. licensing contacts as well as PEOPLE editorial and marketing staff to lay the groundwork with the larger team, brainstorm ideas and share best practices. As an outcome of those meetings, the Beauty Awards was launched in December 2015. Working closely with Time Inc. to ensure a collaborative approach for both our team and the client, YGS executed a strategic marketing campaign, which, combined with our extensive experience in the beauty industry, enabled us to grow the PEOPLE Beauty Awards by 173 percent over the last three years. As we continued to collaborate with Time Inc. and PEOPLE, another new accolade program, Companies That Care, launched in April 2017 with impressive first-year results.