Grazia has announced the launch of its new parenting brand The Juggle in partnership with the global experts in baby and childcare products, Huggies. Living mainly on Instagram, The Juggle will be a new social community offering insight into today’s parenting challenges, expert useful advice, style that makes sense when you’ve got kids and some light relief along the way.
The launch comes as the most recent wave of Bauer Media’s research into life in 2020 found that 30% UK consumers believe that they now have a closer relationship with their favourite magazine brand compared to pre-lockdown. The study shows that magazine brands are increasingly seen as a trusted way to escape from the stresses of the pandemic, acting as mood-enhancers and contributing to mental wellbeing. Consumers are also looking for content that they can consume easily at home and have responded positively to Grazia’s increased Instagram and online content, with many tuning in to Grazia’s ‘Get Together with Grazia’ IGTV series throughout lockdown and attending sessions for Grazia’s first virtual beauty festival ‘Beauty Power Hours’.
The Juggle is a place that acknowledges that just because you’re a parent, you haven’t stopped being you. Geared around parents as much as their kids, the community will bring together like-minded people who are currently tackling challenges they never could have predicted a year ago – from home-schooling whilst holding down a job, to giving birth alone.
In addition to providing practical parenting tips from well-known and trusted experts such as Anna Whitehouse (aka Mother Pukka), The Juggle will include fashion, beauty and interiors advice – as well as introducing readers to a community of insightful parents.
As launch partners for the new brand, Huggies will also provide branded content, sponsored posts and offers – on The Juggle Instagram channel, in Grazia’s magazines and online.
Hattie Brett, Editor, Grazia, said “At Grazia we know that when you become a parent, you don’t stop completely being you. But you do have new concerns, fresh challenges and require a whole new host of items for your wardrobe and home you never thought you needed. And, right now, in the midst of a pandemic whose restrictions have hit parents particularly hard, you also need to know you’re not alone in feeling like the juggle is real. So, we want The Juggle to be reassuring, useful and offer some light relief in a world where you’re glued to your phone more than ever.”
Lauren Holleyoake, Publisher, Grazia Bauer Media, “Grazia perfectly understands and portrays today’s woman and continues to adapt to ensure that it always reflects her life, her wants and her needs, delivered in a way that fits in her life. This makes Grazia a crucial brand for advertisers to partner with to target this valuable audience. With parenthood a huge part of our audience’s lives, the launch of The Juggle, in partnership with Huggies, enables us to deepen our relationship with our audience, creating content that truly resonates.”
Stephanie Madrell, Marketing Manager, Huggies, said: “The partnership with Grazia to launch The Juggle felt like the perfect fit for us as a brand. At Huggies, we completely understand that parenthood is full of compromise; a constant juggling act as you try to do what’s best for your baby across all aspects of life. But if there’s one thing we believe you should not have to compromise on – its caring for your baby’s delicate skin. That’s why, with this partnership, we hope to reassure parents that with Huggies Wipes you don’t need to compromise.”
The Juggle is now live on Instagram at @thejuggleuk.
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