Lee Hwa debuts Deluxe magazine

Singapore - Lee Hwa has launched a magazine called Deluxe to strengthen its engagement with its target audience of females with high spending power - the magazine is published by MediaCorp Publishing on behalf of Lee Hwa.

The magazine operates as an in-house publication that is mailed out for free to repeat customers and is put together using part of Lee Hwa's marketing budget, with the company covering production and distribution costs without any incoming ad revenue. However, Kean Ng, senior marketing manager of Lee Hwa Jewellery said ad opportunities are available as the company is open to advertisers keen on targeting the same audience group.

"We launched the magazine with the objective of looking at a customer life cycle over a broader time line, which gives us the opportunity to connect with them through the lifestyle information in Deluxe. We hope this will result in a longer relationship between our customers and Lee Hwa," Kean Ng, senior marketing manager of Lee Hwa Jewellery said.

The magazine is published every quarter, targets mainly fashion savvy female PMEBs aged 25 to 40 years old, and claims a print run of 52,000 - Ng said as the company has "only just launched the publication, we have no plans on getting it audited just yet".

Magazine content includes fashion trends, fashion shoots, shopping tops, beauty and lifestyle features such as food and restaurant highlights and travel destinations.