Marketing professionals of GLAMOUR magazine’s publisher, Ringier Hungary, decided to give new life to the physical advertising materials, primarily outdoor molinos, which were used last year for the brand’s promotional purposes in connection with the GLAMOUR Shopping Days. The thick, hard-wearing material of the molinos in public areas that go into storage after the campaign periods proved to be the perfect raw material for making reusable shopping bags with the involvement of a domestic design workshop.

“From last year on, we are organizing the well-known GLAMOUR Shopping Days not only two, but four times a year, so the amount of our advertising materials has increased, and although we do not use many campaign tools in public spaces – we rather advertise on digital channels – we still felt that we should take better care of non-degradable but recyclable materials rather than simply destroying them or putting into storage. Seeing that there are already ready-made, creative domestic solutions for this problem with a design appropriate to the brand, the decision was quickly made to recycle in the form of reusable shopping bags,” says Enikő Lévai-Pethő, marketing manager of the Ringier Hungary.

Accordingly, practical, heavy-duty, large shopping bags from a total of sixty square meters of outdoor molino have been sewed with the involvement of medencebag Hungarian design workshop. Each of the 80 limited edition piece is completely unique, as it carries a piece of the brand’s advertising. The unique pattern of striking colors and geometric shapes ensures that no two are the same.

“Not only at our GLAMOUR brand, but also at many other points of our publishing activity, we consciously pay attention to using environmentally conscious solutions wherever possible. This is true for the selection of paper sources used for printing, the use of biodegradable packaging material, and we have even started monitoring the carbon emissions of our digital publications, as the digital lifestyle and online media consumption also have an ecological footprint. All of this does not stop at the level of words, we also dedicate additional resources to ensure that our approach is manifested in actions similar to the project of recycled GLAMOUR bags,” Gergely Tóth-Császár, Head of the Ringier Hungary’s magazine division, emphasized.

That is why GLAMOUR distributes the pieces of the limited bag series not only to its most loyal readers, but also to influencers and professional partners, so that together they can make conscious recycling even more fashionable among consumers.