Under the motto "New life, new look," Annabelle and Nivea put a hundred women on the cover who all have one thing in common: They want to change something in their lives.
Opening their own store, emigrating, learning a foreign language, finally getting married or finally getting divorced - when women make a move in their lives, it's usually unmissable, as the first step into a new life usually leads to the hairdresser, to a different style. However, putting one's plans into action not only improves one's own attitude to life and appearance, it also inspires other women to make their small and big dreams come true. That's why Annabelle, together with Nivea, was looking for readers who wanted to change their lives. One hundred of them were given a new hairstyle, make-up and styling. And an appearance as an Annabelle cover model, cheerful, cheeky, sexy or cool staged by renowned photographers. PCM
Annabelle editor-in-chief Lisa Felmann in interview
WW: How did you come up with the idea of an Annabelle with 100 different covers?
Lisa Feldmann: That's an old dream of mine - which I've never been able to realize until now for budget reasons. Then, in a conversation with Nivea, I came up with the idea of implementing this ambitious undertaking together: Nivea wanted to underline their expertise in the hair and makeup sector, and I was able to convince them that we could make it happen a hundred times over!
What role did Nivea play in the whole story?
They let themselves be inspired spontaneously - and not for the first time: Three years ago, we already did the project "1 to 100" together - back then, we photographed a hundred Swiss women aged 1 to 100, and Nivea was a sponsor then, too.
How long did the preparatory work take?
A total of almost three months. Sophisticated planning - almost a "master plan" - started at the end of January, then the hairdresser appointments started in February and continued into March. Then we produced again for a total of ten days in our photo studio. In addition, to guarantee the elaborate distribution and mixing, all covers had to arrive at the print shop two weeks earlier than usual - so a lot of people at Annabelle worked double shifts for over a week.
How did the casting go?
We placed calls in Annabelle, 20 Minuten Friday and on both websites. A team from the picture editorial department as well as from the reportage then selected the exciting cases and also made sure that every age group was taken into account.
How many women have come forward?
Just under 500.
What were the selection criteria?
Their respective concerns should be worth talking about, even if they don't have to be existential. And we wanted a mix from the Annabelle reader world: from 18 to 68!
How long did the photo production of the 100 cover photos take?
The pure photo production took ten days.
What were the total costs (photo, production, printing)?
I do not want to give any information about this, also in the interest of our partner Nivea.
How will the 100 covers be distributed?
Very evenly and across the board. We have secured so-called "islands" at large kiosks (train station bookstores, airports), which we cover in their entirety. In addition, every Annabelle comes with a poster showing all the covers, so that the unsuspecting reader understands what she is holding in her hands.
Do you do anything special on the website?
Yes, there are two different contests to choose our readers' favorite cover, as well as model networking via Annabelle's Facebook page: those who don't find their own magazine often enough can network with each other in the Panini Bildli exchange.
In retrospect: What was the most difficult thing about the whole production? What would you do differently today
Nothing. It was wonderful, from A-Z. A lot of effort, none of which I regret! And then 100 readers, all of whom felt more beautiful than ever: That was the greatest reward!
(The interview was conducted in writing.) Pierre C. Meier
