Wal-Mart Turns to Condé Nast for Beauty Magazine

Buried within Wal-Mart’s website, beneath the red sales banners and loud holiday graphics, is a magazine called BeautyScoop. Thousands of stores also carry it, and it was mailed to millions of the store’s customers. Most big retailers fill their stores with custom-published shoppers that double as cheaply made catalogs…BeautyScoop is something else.

Though wafer-thin—it runs just 12 pages—and produced on glossy stock, it is as close as a store catalog can come to a magazine. And there are editorial features.

The entire magazine was made by Condé Nast, sources said.

A year ago, Wal-Mart went to the MediaVest Group