96-97 LSB Good Housekeeping_muk.qxp_NEW LSB 2008 GRID 09/09/2020 18:26 Page 97
FACE TO FACE WITH… GOOD HOUSEKEEPING
Inset: The Good Housekeeping Institute. Below: Preserving Without Sugar front cover. (Price: Three pence). Below right: Good Housekeeping’s chief brand officer Sharon Douglas.
celebrations starting in time for Christmas in October 2021. We are looking for brands and partners that share our values of trust, quality and design.” Sharon explains that there are “three angles potential partners can get involved with” as part of the brand’s licensing plans. “First, there is the nostalgia opportunity celebrating the last 100 years, and to support this we are releasing previously unseen artwork from the early covers and features that will look stunning on gifting, stationery, homeware and toiletries.” The second is food. “Food is by far the biggest reason readers come to Good Housekeeping and that’s not just mum,” reveals Sharon. “Our readers include men and younger audiences leaving home and searching our huge database of recipes that have been triple tested and are guaranteed to work every time,” she explains. The third angle is future facing and relates to what Good
Hearst Fact File
Housekeeping stands for, which is practical, trusted home solutions. “We are looking to partner with top innovators and design-led brands to create Good Housekeeping branded products that have a fabulous design or a practical application with an extra useful twist,” states Sharon. Partners can also benefit from Good Housekeeping’s Approved or Reader Recommended certification. As Sharon explains, “we can test product before or after launch at the Good Housekeeping Institute. This is powerful brand endorsement. In surveys, 87% of people say they are more likely to buy a product with Good Housekeeping endorsement and four out of five readers say they take action after reading Good Housekeeping.” Enthuses Gaby: “I am incredibly honoured to be at the helm as we take this great British institution through its 100 year celebrations and, of course, the
l Good Housekeeping is part of Hearst UK, one of the UK’s biggest lifestyle publishing houses where licensing has already proven to be hugely successful. l Hearst has partnered House Beautiful, Country Living and Elle Decoration with major high street retailers and brands such as DFS, Carpetright, Sainsbury’s, Hillary’s and Crown, selling over £200m in RSV last year. l The Country Living Coast to Coast Hotels won the B&LLAs 2019 Inspired Innovation Brand Licensed Product Award. l Alongside these well-known lifestyle magazines, Hearst UK also publishes global brands including Cosmopolitan, Harper’s Bazaar, Esquire, Elle, Men’s Health, Women’s Health, Red and Prima.
unique opportunity for partners is that once we know what licensed product is planned my editorial team can get millions of readers very excited about it.”
Sharon Douglas: The Lowdown l Sharon Douglas is chief brand officer for Hearst Lifestyle and oversees revenue brand strategy and diversification for Good Housekeeping, Country Living, House Beautiful, Prima & Red. l She has held positions in daily newspaper and magazine publishing for over 30 years and leads the licensing programme at Hearst UK. l Home is Lyndhurst in the New Forest with her husband and two dogs Baxter and Layla. LICENSING SOURCE BOOK EUROPE 2020
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