With 60 international editions, published in 34 languages and distributed in more than 100 countries, there is no denying the Cosmopolitan brand has some serious clout.
The monthly bible for 'fun, fearless females' has been gracing our shelves for the past 37 years, and, unlike defunct women's titles Jackie and Eve - has managed to stand the test of time.
It currently sells in the region of 450,000 copies a month and has 1.5 million readers - more than any other women's monthly and 32 per cent higher than Glamour, its nearest competitor.
EVENT STRATEGY
Although the brand's main raison d'etre is the magazine, over the years it has branched out into other sectors. Cosmo readers can now get their hands on a range of branded merchandise, from beauty accessories and bedding to books, and enjoy cosmopolitan.co.uk and Cosmopolitan Bride.
Events are an integral part of the brand's marketing strategy. In addition to helping bring the magazine to life for its readers, they provide the title's commercial partners with opportunities to reach a large and interactive audience.
"In such a dynamic and competitive marketplace, it is essential to ensure consistent and credible brand awareness," says PR and events manager Karen Hardinge.
"Our events strategy enables us to do this effectively by bringing the editorial pillars of the magazine and the Cosmopolitan brand to life, beyond the pages of the magazine, the website and newsstand."
AWARDS
According to Hardinge, awards have proven to be the most effective type of event for the brand.
"They have a dual purpose from a client and reader perspective," she explains. "On the one hand they engage our readers and often act as a buying guide, while from the point of view of our clients they enable us to work with brands that share the same values, and create effective partnerships that can raise awareness of Cosmopolitan beyond the newsstand."
The brand's flagship ceremony is the Ultimate Women of the Year Awards, now in its fourth year. Generating a total reach of 126 million in print coverage alone, the event sees British and Hollywood stars rub shoulders with inspirational women.
This year, cosmetics brand Olay will be sponsoring the event for the fourth time, thereby making it the longest-running commercial partnership in women's magazines.
In addition, the seventh annual Cosmopolitan Beauty Awards will take place in July at the Roof Gardens in Kensington.
Research shows Cosmo readers account for £1 in every £12 spent on beauty, and the same goes for fashion. Judged by celebrities and industry experts, the awards celebrate the best beauty products on the market and it has become the one of the biggest and most prestigious events in the business, often being used as a powerful brand endorsement.
Awards are such an effective event medium for the brand, in fact, that it continues to launch ceremonies each year.
In acknowledgement of the evolution of online shopping, last year the brand launched the Online Fashion Awards. The event was an instant hit with readers, with more than 10,000 votes being received within a month of its inception.
"The Online Fashion Awards has enabled us to have a brand presence on winners' websites and generate additional advertising opportunities," reveals Hardinge. "From a retailer perspective, the winners have used their award to help drive sales."
This year, in response to recent growth in the fragrance market, the brand is launching the Cosmopolitan Fragrance Awards. Taking place in July at the Swarovski Crystallized Lounge in London, the event will celebrate the heroes of the fragrance industry and will again be linked into a major nationwide retailer.
PARTIES
Aside from the brand's hectic awards schedule, another event on Hardinge's rosta is the Naked Centrefolds party, held in partnership with the Everyman campaign.
The annual gathering honours those male celebrities who have dared to bare all in the pages of Cosmopolitan in order to raise awareness of male cancer, and funds for research.
Previous celebrities to have taken part in this include Lenny Kravitz, Roger Moore, Ewan McGregor, Rupert Everett and Graham Norton.
This year's event will be sponsored by fragrance Joop! Thrill and is set to take place at Orchid in London on 16 June.
At the time of Event going to press, Hardinge and her team were in the process of organising a world record attempt for the largest gathering of men in pants, to drum up interest in the campaign.
The fact that the brand's events are flourishing in such uncertain times isn't just a happy coincidence - as with most organisations, the focus is firmly on ROI.
"We measure the success of our events on a number of different scales, including attendee and reader feedback, client endorsements, continued sponsorship and PR value," says Hardinge.
But it's not just all about the bottom line. Cosmopolitan attributes its enduring success to its brand DNA, consistency of voice and ability to innovate and evolve for its generation - which Hardinge believes are key to the success of its events.
"These qualities ensure that the brand is kept fresh, modern and relevant," she says.