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Selling to Kids, May 17, 2000
Reader Wrap-Up
New ad campaigns are sure to make a splash this summer. If you haven't seen Reebok's clever new cause marketing campaign, check out the promo in this month's Seventeen. Simple side-by-side images of a runner ("Flow.") and a smoker ("No flow.") say it all. Old Navy also comes up with a fabulous concept - iron-on transfers for t-shirts offer a print ad that lets kids brand themselves without even buying an Old Navy product and ties Old Navy to kids' do-it-yourself lifestyles.
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Magazine: Cosmo girl! Overview: This issue tackles the perils and pitfalls of online dating, along with the problems of protecting your hair and skin during summer jobs. A cool new feature offers a look at a real reader's diary. The mag also offers tips on homemade highlights, sunblock, and an article on relationships with moms. Editors Endorse: Clinique Sheer Matteness t-zone shine control, Bobbi Brown Color Options Artstick in Bright Pink, TanTowel self tanning towelettes and Facewear To-Go Trio (a stack package including eyeshadow, lipgloss and shimmer powder) get mentions. Celebrity Page Presence: 'N Sync, Britney, Gwyneth Paltrow, Jennifer Lopez, Lauryn Hill, Christina Aguilera and Claire Danes grace the pages. Limp Bizkit's Fred Durst is this month's Cute Guy Club honoree. Ad Contact: Wendy Nanus, 800/827-3221 Magazine: Jump Overview: The ubiquitous "bathing suits for every body" turns up here, along with news from the Center for Eating Disorders that 56% of girls hate their bodies. Anyone see a connection? Readers tell what makes a teen cool: being yourself, a good attitude, kindness and confidence top the list. Editors Endorse: B Box makeup comes in disposable q-tip form to prevent dry cosmetics and bacterial buildup. Sally Hansen Surfer Chic nail colors offer free toe rings, and Bath & Body Works highlights spray keeps you out of the salon. Celebrity Page Presence: No Doubt, Lindsay Weir of "Freaks & Geeks," Hanson and Breckin Meyer of "Can't Hardly Wait" fame, provide star power in this issue. Ad Contact: Susann Tapper 212/545-4800 Magazine: Seventeen Overview: The issue is a classic summer prep issue, including tips on everything from beating body acne to burning cellulite. More cerebral topics include taking a rape case to trial, USA's new movie "Secret Cutting -- the New Anorexia," and the presidential campaign. The mag also provides a strong feature on coping with graduation. Editors Endorse: Web sites are getting more print coverage recently, and Seventeen's editors like teenfreeway.com, moviejuice.com, sissyfight.com and safesitters.org, among others. More traditional endorsements include Sweet Georgia Brown la la lashes bronze mascara and do-it-yourself highlights kits (yikes!). Celebrity Page Presence: Natalie Portman, Hanson, 2gether, Britney, Sara Rue (from "Popular"), Brandy, Katie Holmes, Kirsten Dunst, Gwyneth Paltrow, Mandy Moore, Jennifer Love Hewitt and Mary J. Blige are among this month's stars. Ad Contact: Diane DeLeon, 212/407-9700 Magazine: Teen People Overview: Profiles of the 25 Hottest Stars Under 25 dominate most of the issue, but there's a strong presence from real teen people. Gohar Galyan, a teen reporter, fills readers in on the Oscars. In a new trend, reader letters and the growing popularity of 2gether (MTV's boy band spoof) indicate more kids are growing weary of pretty boy groups. Editors Endorse: Tony & Tina cosmetics, including Vibrational Remedies, are the grand prize in the mag's "Good Vibrations" contest. Britney Spears' book (that's right, she's an author) Heart to Heart, and Demon in My View, the latest book from Amelia Atwater-Rhodes, a teen author, make the reading list. New movies "Gladiator" and "Dinosaur," are entertainment winners. Celebrity Page Presence: Drew Barrymore, Britney Spears, Christina Aguilera, Jennifer Love Hewitt and Hanson make the magazine's 25 Hottest list. A TV special honoring the stars will air May 26 on ABC at 8 p.m. Justin Timberlake hosts. Ad Contact: Laura Schroff, 800/284-0200 Magazine: YM Overview: The latest in swimwear teams with tips on how to ask your crush out. An article on teens who got pregnant and kept their babies gives readers a dose of reality, and a letter from a teen who was searched by a mall security guard because of her age highlights adult distrust of kids. Editors Endorse: Sunless tanners (Neutrogena's a big winner in most categories), Sheer Blonde products, toe rings, an Adidas visor, Roxy slides and new movie Gossip" are the editors' summer picks." Celebrity Page Presence: TLC, Jennifer Love Hewitt, Winona Ryder, Sarah Michelle Gellar, Madonna, Mia Hamm, Gwen Stefani and Ananda Lewis are the girls who put the pow in girl power." Ad Contacts: Anne Marie Moriarty, Judy Wishnie, 212/499-
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