Lagardère Active launches “ELLE” iPhone application across seven countries

After the successful ELLE application launch in France last May*, audiences can now access the world of ELLE on their iPhones in 7 new countries. This new app, rolled out simultaneously in the USA, China, Russia, Spain, Italy, the Netherlands and the Czech Republic, gives users preferred access to fashion and beauty news worldwide.
It is also slated for launch over the next months in 4 other countries: UK, Japan, Hong Kong and Taiwan, with audiences able to parameterize the displayed version in the language of their choice.
Content from local teams is published in a real time with the news feed updated daily for each version.
The ELLE app has a design and ergonomics in perfect synch with its French counterpart, and offers the following features:

• Daily news feed to keep abreast of the latest fashion and beauty news, etc.
• Latest trends
• Catwalk slide shows
• « My Elle » for your favourite content at your fingertips

Some versions will also offer :
• Celebrity news
• A shopping guide
• Horoscopes
• Cultural news, etc.

High-profile advertisers have already signed on to the ELLE app : Versace (Italy), Dior (China), Fendi (Russia), Burberry and DSquared (the Netherlands), Biotherm (the Czech Republic) and Philips (Spain).

In total, Lagardère Active will offer 12 local versions of the ELLE designed iPhone application, which will complement the network of 28 ELLE Internet sites worldwide totalling close to 20 million Unique Visitors (Nielsen, Omniture, October 2010).

« We are thrilled to be simultaneously promoting the ELLE brand on the iPhone in 7 countries. This is a new opportunity for ELLE to strengthen bonds with readers and visitors. Through this worldwide offer, both users and advertisers will have access to the world of ELLE on a mobile across the globe » said Frédérique Lancien, VP International – Digital business Group at Lagardère Active.

«The French market, which is Apple’s second largest iPhone market worldwide, has a head start in terms of the design and monetization of applications. With over 5 million applications downloaded for our brands in France, over 15 million visits and 137 million page views in November, Lagardère Active has demonstrated its expertise in the apps domain. It was only natural to expand this know-how worldwide ; tapping into the talent of our local editorial teams, in order to build new audiences and monetize our content», said Emmanuel Vacher, SVP Digital Development & Corporate Alliance at Lagardère Active.

*According to the Médiamétrie audience measurement survey published on 10/28, ELLE is the leading application for an upscale women’s magazine.