CosmoGIRL! Tour Showcases Brands With Body & Soul

Teen magazine CosmoGIRL! is going where the girls are (malls, of course) to give its sponsoring brands a live platform for product trial. The CosmoGIRL! Body & Soul Challenge is hitting three major markets this month and next month, featuring presentations by self-esteem and fitness experts along with workout demos, massages and a relaxation zone.

Secret deodorant’s new Scent Expressions brand extension will sponsor yoga sessions and makeover beauty bars. (Girls can take quizzes to find out which scents represent their personalities and strengths, and which makeover style best suits them.) At the St. Ives Relaxation Station, staffers will offer mini hand massages and facial scrub samples. And Glade will be on hand in its Oasis area to give away its Plug In Scented Oil Light Show product that mixes groovy scents with moody hues for a spa-like effect.

“We can bring to life an experience where girls can interact with brands rather than being handed a sample,” Erin Loop, promotion director for CosmoGIRL!, told Buzz.

The tour launches at the Glendale Galleria in Los Angeles on April 21. It will travel to Baltimore on April 28, and Woodbridge, NJ, on May 5. The magazine will relaunch the tour in 2008 with an expanded schedule. Agency: Grand Central Marketing, New York City.