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Grazia, the Bauer-owned weekly magazine brand aimed at 25-45 yr old women, has launched a new Instagram parenting community entitled The Juggle. As the name suggests, the community will be aimed at parents who are striving to balance their various commitments and busy lives, as well as offering expert advice, light humor and style tips.
Special emphasis will be placed on the challenges that have resulted from the Covid-19 pandemic, such as balancing the responsibilities of working from home whilst also looking after children and home schooling.
The Juggle has been launched in partnership with baby and childcare brand Huggies, owned by Kimberly-Clark. No specific details of the commercial deal were available at the time of going to press. Stephanie Madrell, Marketing Manager, Huggies, says, “The partnership 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.”
The launch comes on the back of Bauer Media’s most recent research into life in 2020 which found that 30% of UK consumers believe that they now have a closer relationship with their favourite magazine brands compared to pre-lockdown. The study also showed 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.
The Grazia brand has also been emboldened by its previous forays on Instagram, with many of its readers tuning in to the brand’s ‘Get Together with Grazia’ IGTV series throughout earlier lockdowns and attending sessions for the brand’s virtual beauty festival ‘Beauty Power Hours’.
Lauren Holleyoake, Publisher, Grazia Bauer Media, says, “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.”
Hattie Brett, Editor, Grazia, adds, “Right now, in the midst of a pandemic whose restrictions have hit parents particularly hard, you 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.”
