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:: Spotlight :: 30 Days of Fashion & Beauty

By: Carmine Pascuzzi

ACP Magazines has announced that 30 Days of Fashion & Beauty – Australia’s biggest-ever integrated advertising and retailer initiative – will return in September 2008, with extended features set to further enhance the success of the winning model. Launched in 2007, 30 Days of Fashion & Beauty incorporates a multi-platform portfolio of multimedia and interactive consumer focused campaigns occurring through the duration of September.

Led by some of the country’s leading fashion and beauty experts at ACP Magazines, the collection of more than fifty events and initiatives will include invite-only VIP parties, live shows, record-breaking attempts, designer meet-and-greets and retail events.

Scott Lorson, CEO, ACP Magazines, said: “Our plans for 2008 are more elaborate than last year’s campaign. Australian consumers will have the opportunity to interact with some of their favourite brands in unique and exciting ways – and our advertisers will have a dynamic range of platforms to engage with their audiences.”

Pat Ingram, Group Publisher, Women’s Lifestyle, ACP Magazines, said: "30 Days of Fashion & Beauty was an incredibly successful initiative for ACP Magazines in 2007 and reinforced Australia’s position as a world-class player in the fashion and beauty industry.”

ACP Magazines Women’s Lifestyle titles involved in the integrated campaign include Harper’s BAZAAR, Madison, Shop Til You Drop, NW, Cosmopolitan, The Australian Women’s Weekly, Take 5, TV Week, Woman’s Day, Dolly, Cleo, and Good Health & Medicine. New launch Grazia, Australia’s first weekly magazine to combine celebrity, news and fashion, will also be a leading title of the 30 Days calendar.

A men’s component will be incorporated into this year’s 30 Days of Fashion & Beauty initiative, with Men’s Style and FHM joining the stable of mastheads involved.

30 Days of Fashion & Beauty in 2008 will also include the launch of the exclusive 30 Days VIP LUXE, a luxury sub-brand to add an element of exclusivity for high-end partner brands. These events will be VIP only, with unique branding and a dedicated marketing campaign throughout the 30 Days calendar.

Lynette Phillips, ACP Magazines Director of Sales, Women’s Lifestyle & Corporate, said: “I am thrilled to extend the reach and brand loyalty of ACP Magazines and create a compelling opportunity for advertisers to be involved with 30 Days of Fashion & Beauty phenomenon.”

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**Update as at August 16, 2008**

The official website for 30 Days of Fashion and Beauty has arrived, with visitors given the chance to win a double pass to the exclusive launch party, and rub shoulders with international ambassador and Hollywood star Eva Mendes (right top) along with the face of 30 Days of Fashion & Beauty, Nikki Phillips (right bottom).

The website is the only destination the public can go to sign up and register to be part of the 30 Days of Fashion & Beauty calendar. Led by the country’s leading fashion and beauty experts at ACP Magazines, the second annual 30 Days of Fashion & Beauty campaign includes a portfolio of nearly one hundred events and initiatives: from red carpet parties, to live runway shows, record-breaking attempts, designer meet-and-greets and retail events.

Lynette Phillips, Director of Sales, Women’s Lifestyle and Corporate at ACP Magazines said, “30 Days of Fashion & Beauty in 2008 builds on the outstanding success of the inaugural campaign, meaning everything is bigger, better and bolder.

“The website is core proposition of the 30 Days brand offering. Not only can people register and book themselves into the much-hyped events, but there are also celebrity guest style galleries, behind the scenes video, gossip, giveaways and fashion and beauty tips from some of the country’s leading magazines.”

Last year, the 30 Days of Fashion & Beauty website attracted over 44,000 unique hits, with numbers anticipated to more than triple in this year’s campaign.

EVA MENDES

30 Days is thrilled to welcome gorgeous Eva Mendes as its international guest for 2008. The super-stylish actress is an obvious choice to represent the glamour of the month's events. Eva will also be featured in provocative new worldwide print and television campaigns for Calvin Klein fragrance and underwear. For her, fashion and beauty is about the deliciously decadent joy of being a woman - which is exactly what 30 Days is all about. “I love fashion and dressing up,” the exotic brunette has said. “I just love all that fun stuff that goes with being a girl.”

NIKKI PHILLIPS

She’s modelling’s current “it” girl and the face of ACP’s 30 Days of Fashion and Beauty. At just 24, Nikki Phillips has ten years of super-modelling behind her, having strolled the runway for Dior, Armani and Dolce & Gabbana, hosted TV shows and appeared in Hollywood movies.

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EVENTS HIGHLIGHTS

August 26
7.00pm: VIP Launch Party - Melbourne
The 30 Days of Fashion & Beauty festival kicks-off with a bang with the launch in Melbourne taking place on August 26. Guest of honour Eva Mendes will be making a VIP appearance at the yet-to-be-disclosed night spot.

August 27
7:30pm: 30 Days VIP Dinner - Sydney
International guest of honour, Eva Mendes, will join an exclusive line-up of VIP guests at this intimate dinner to mark the launch of 30 Days of Fashion & Beauty.
Taking place in Sydney at one of the country’s most sought-after venues, Eva will disclose details of her highly anticipated new film and exclusive fragrance signing which is causing controversy in the U.S.

August 28
7.00pm: VIP Launch Party - Sydney
The highly anticipated launch of the month long fashion festival will take place on August 28 at a top secret venue in Sydney.
Celebrity and fashion icon Eva Mendes will be the guest of honour at this star-studded party where VIPs in attendance will include international models, designers and the hottest names in the fashion and beauty industry.

September 1-18
Shoppers at Chadstone The Fashion Capital can chill out in the Toblerone Chill Out Lounge areas and read the latest Harper’s BAZAAR and madison magazines, get a quick manicure or massage, and sample the new Toblerone Fruit & Nut chocolate.
Chadsone The Fashion Capital, 1341 Dandenong Rd Chadstone, Melbourne.

September 1
5.00pm
It’s Skechers Sweet 16th Birthday and to celebrate they have given one lucky Dolly reader and 30 of her friends the chance to go to the exclusive film preview screening of ‘Angus, Thongs and Perfect Snogging’. They will also be a part of a special event Q&A with the stars of the film!

Prior to the screening and Q&A the girls will get pampered by Priceline Princesses in a Directors Suite at Sydney’s Entertainment Quarter. Here they will meet the Dolly Entertainment and Style Editor and receive some great Skechers and Dolly products.

September 3
7.00pm: Harper’s BAZAAR Project Pink - Sydney
Kicking off 30 Days of Fashion & Beauty in style is Harper’s BAZAAR’s and Ralph Lauren’s initiative Project Pink, a glittering event that brings together some of the country’s most talented creatives for a worthy cause. Ten artists, including illustrators, photographers and painters, have all produced a work for the event.

These will be auctioned off at an exclusive dinner, held at the old stable in the Newmarket Complex, Randwick decked out with glittering chandeliers and a 10 metre long table, with all proceeds going to the National Breast & Ovarian Cancer Centre of Australia (NBOCC).

Attendance by Invitation Only

September 9
6:30pm: The Ultimate Men's Runway Show - Sydney

30 Days of Fashion & Grooming is the ultimate celebration of style. And this year it’s time for the men to join in the fun. The Ultimate Men’s Runway Show – proudly presented by ASUS, powered by Intel and brought you by men’s style australia, FHM and RALPH.

With nine fashion brands showing across the three magazines, this show will be a celebration of the great variety that now exists in Australian Men’s Fashion.

September 10
10.00am - 12.00pm: Hats and High Tea Event - Melbourne
Harrolds, 101 Collins St, Melbourne

An exquisite High Tea will be accompanied by a showing of men’s and women’s race wear and conversations with some of Melbourne’s finest milliners including Richard Neylon, Serena Lindeman and Paris Kyne. Men’s Style editor Peter Holder will MC the event.

Attendance at this event is by invitation only.

September 11
2.00pm - 4.00pm: Ted Baker Style Workshop - Melbourne
Ted Baker, 220- 224 Little Collins St, Melbourne

The editors from Harper's BAZAAR, madison and Men's Style magazines share tips on the latest looks for the new season, how to go from work to cocktails with one outfit, and Spring Racing ideas for both men and women. In store styling will be available, and all guests receive 20% off all new season product.

September 11
6:30pm: UGG Australia Summer Style Showcase - Melbourne
Après Coast- The Shot Tower, 211 LaTrobe Street, Melbourne

Whoever said UGGs were for winter only? Well they were wrong! Come and check out the latest summer range of UGGs at an exclusive VIP Showcase.

Be quick as only 100 registrations will be accepted. Everyone who registers for the event will receive a $50 voucher on arrival to spend on the night only. You have never been so comfortable whilst sipping Champagne as you will with UGG Australia.

Please note: People under the age of 18 will be asked to show ID at the door as alcohol will be served at this event.

September 11
6.00pm - Grand Plaza Shopping Centre, Cnr Browns Plains Rd and Mt Lindesay Hwy, Browns Plains, QLD, 4118

Discover the next BIG thing in fashion and beauty on the catwalk at Grand Plaza Shopping Centre!
Located at the Shop Til You Drop Style Zone near Kmart, fashion parades will be held at 6:00pm on Thursday, September 4, 11, 18. Grand Plaza’s retailers will showcase the latest looks for Spring 2008.

September 12
12:30pm: Priceline Beauty & Skincare Workshop - Melbourne
30 Days Of Fashion & Beauty Stage - Lower Level, outside Myer, Chadstone Shopping Centre, 1341 Dandenong Road, Chadstone, Melbourne

Your chance to meet Woman’s Day Beauty Editor Mary Zavaglia and hear her tops tips and tricks for a fail-safe skincare and make-up routine. Mary will be joined on stage by a professional make-up artist and readers will have a chance to see Mary in action demonstrating the expert advice she shares with Woman’s Day readers each week.

Please Note: Giftbags and chairs will be available to the first 50 customers to register to attend the event, with standing space available for customers who haven’t registered once all seats have been filled.

September 17
Chadstone Spring VIP Shopping & Fashion Party
Chadstone The Fashion Capital, 1341 Dandenong Road, Chadstone, VIC 3148
9.00am - 10.00pm

The only place to be for Spring Summer Fashion is at Chadstone. Be at Chadstone on Wednesday September 17 to bring in the new season in style at the Spring VIP Shopping + Fashion Party, presented by MasterCard. Enjoy discounts of up to 50% off, a complimentary Vodka Cruiser Free*, and an exclusive fashion parade hosted by fashion royalty Alex Perry and milliner Donny Gallela.

September 17
4.00pm and 7.00pm - Chadstone - Alex Perry + Donny Gallela Present Spring 2008
Fashion Royalty, Alex Perry, and renowned milliner Donny Gallela will both present their Spring 2008 fashion insights into the hottest looks both on and off the field. On the same day is Chadstone's Spring VIP Shopping + Fashion Party, presented by MasterCard where you can enjoy discounts of up to 50% off and a complimentary Vodka Cruiser Free*.

September 17
6.00pm: Ben Sherman Style Extravaganza - Sydney
Ben Sherman, King Street Sydney - Shop 8a, 400 George St, Sydney

Come and join SHOP til you drop and Ben Sherman for the ultimate “Style Extravaganza”. A night of champagne, canapés, fashion workshop’s, music, models and more. Not only will the store be buzzing with fun and excitement but huge discounts will be available on the night also!

Please Note: People under-18 will be asked to show ID at the door as there will be alcohol served at this event.


September 18
6.00pm - 9.00pm: Ben Sherman Style Extravaganza - Melbourne
Ben Sherman, Shop G10, Ground Floor, Cnr of Elizabeth & Little Bourke Streets, Melbourne

Come and join SHOP til you drop and Ben Sherman for the ultimate “Style Extravaganza”. A night of champagne, canapés, fashion workshop’s, music, models and more. Not only will the store be buzzing with fun and excitement but huge discounts will be available on the night also!

Please Note: People under-18 will be asked to show ID at the door as there will be alcohol served at this event.

September 19
7.00pm - G-Star Presents Denim Collection 2008 - Melb
Chadstone The Fashion Capital, 1341 Dandenong Road, Chadstone, VIC 3148
International denim specialist G-Star will be present the latest collection from the G-Star label.

September 20
2.00pm: Speedo Bikini Fashion Workshop with CLEO and Lara Bingle - Melbourne
Centre Stage, Chadstone
Want to find the perfect bikini for your shape? Join Speedo and CLEO for this exclusive and stylish event with celeb guest Lara Bingle in Melbourne!
Enjoy a fashion parade, tips and advice on the best swimsuit for your shape from CLEO Fashion Director Sinead O'Shea and autographs with Lara Bingle. Be quick to register as the first 50 guests will receive a Speedo/CLEO goody bag on the day!

September 20
10am - 12.00pm: Ella Baché Exclusive Event - Sydney
Ella Baché College, 77 Berry Street, North Sydney, NSW 2060

Cosmopolitan and Ella Baché Exclusive Event for College Applicants.
Apply for the Ella Baché Scholarship and you might be one of the lucky ducks invited to an exclusive Cosmopolitan and Ella Baché event! Successful applicants will be invited to the Ella Baché College in North Sydney for a peek around the college with Cosmopolitan’s beauty editor Leigh Campbell, and receive an introduction to the course content and college life, along with a mini manicure and hand massage to set you up for the weekend! A morning tea will be served, you’ll get to meet other College applicants, and the Cosmo and Ella Baché teams will be on hand to answer any questions you have about skincare or the course. PLUS: One attendee will walk away with a Scholarship to the College, and all attendees will receive a goodie bag, worth more than $50!

September 4-25
For people who love Fashion Parades - Melbourne
Bayside Shopping Centre, 28 Beach Street, Frankston, VIC, 3199

Catch the latest looks and trends for the season with Mini Fashion Parades taking place every Thursday afternoon in September at Bayside Shopping Centre. A selection of Bayside’s retailers will showcase the latest looks for Spring 2008. Fashion Parades held on September 4, 11, 18 and 25 from 1.00pm.

September 25
12:30pm: Priceline Looking Fabulous At Any Age Workshop - Brisbane
Priceline Store, Shop 359, Cnr.Gympie & Hamilton Roads, Chermside, Brisbane

Readers will be able to hear how to create fabulous make-up looks at any age using the experts’ favourite products. Australian Woman’s Weekly Beauty Editor Kate Mahon will be showcasing her top make-up tips for your 30s, 40s and 50s, working with a professional make-up artist to highlight how to get the most out of your make-up collection.

Please Note: Giftbags and chairs will be available to the first 50 customers to register to attend the event, with standing space available for customers who haven’t registered once all seats have been filled.

September 26
6.00pm - 7.00pm: Beauty Through the Ages with madison - Melbourne
Chadstone The Fashion Capital - 1341 Dandenong Road, Chadstone

Come along to one of our skincare workshops with madison's beauty team. Learn how to care for your skin at different life stages, trial Simple products and be given a one on one skin consultation. Attendees will have the chance to enter the “Be the face of Simple 2009” promotion with a cash prize of $20,000.

September 27
10:30am - 2.30pm: Valleygirl Style Sessions with SHOP til you drop, Dolly & CLEO - Sydney
Shop 4035, 159-175 Church Street, Parramatta, Sydney

Valleygirl Style Sessions with SHOP til you drop, Dolly and CLEO. Come along for a day of fun, fashion and discounts.

September 30
6.30pm - De Lorenzo Prescriptives Solutions Haircare Launch - Sydney
De Nom Ruby Rabbit, 231 Oxford St, Darlinghurst.

To celebrate the launch of the new Prescriptive Solutions Series, De Lorenzo will be holding an exclusive launch event at De Nom Ruby Rabbit, Sydney's exclusive sanctuary to the stars, in Darlinghurst. Guests will enjoy complimentary drinks and canapés, an express blow-dry, receive a customised goodie bag and hear all the latest international hair trends, tips and info from Harper's BAZAAR Beauty Director, Eugenie Kelly. A wonderful opportunity for the girls to get together and enjoy some pampering and gifts and one lucky guest will win a years supply of De Lorenzo haircare products (conditions/limits apply).

For more information, visit

www.30daysoffashionandbeauty.com.au