Grazia launches The Juggle on Instagram, a new parenting community

What's New in Publishing 07 Jan 2021 07:09

Grazia, the Bauer-owned weekly magazine brand aimed at 25-45 yr old women, has launched a new Instagram parenting community entitled The Juggle. As the name suggests, the community will be aimed at parents who are striving to balance their various commitments and busy lives, as well as offering expert advice, light humor and style tips.

Special emphasis will be placed on the challenges that have resulted from the Covid-19 pandemic, such as balancing the responsibilities of working from home whilst also looking after children and home schooling.

The Juggle has been launched in partnership with baby and childcare brand Huggies, owned by Kimberly-Clark. No specific details of the commercial deal were available at the time of going to press. Stephanie Madrell, Marketing Manager, Huggies, says, “The partnership felt like the perfect fit for us as a brand. At Huggies, we completely understand that parenthood is full of compromise; a constant juggling act as you try to do what’s best for your baby across all aspects of life.”

The launch comes on the back of Bauer Media’s most recent research into life in 2020 which found that 30% of UK consumers believe that they now have a closer relationship with their favourite magazine brands compared to pre-lockdown. The study also showed that magazine brands are increasingly seen as a trusted way to escape from the stresses of the pandemic, acting as mood-enhancers and contributing to mental wellbeing.

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Stephanie MadrellGraziaweekly magazineBauer MediaKimberly-Clark
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