Don’t Tell Anyone, But Condé Nast Created A Mini-Magazine For Walmart

By: Rachel Krause / December 23, 2012

There are some things in life that just belong together. For instance: Kim Kardashian and Kanye West, grilled cheese sandwiches and tomato soup, Chad Kroeger and Avril Lavigne. I’ve only been to Walmart once, when I accompanied my then-boyfriend to purchase a Bear Grylls-brand camping knife, but the politically conservative megastore definitely did not strike me as the sort that would have any feasible tie to liberal-leaning publishing goliath and Anna Wintour employer Condé Nast. And yet! Beauty Scoop, Wal-Mart’s 12-page editorial “shopazine,” exists, and it features original pieces from editors of familiar Condé glossies like Allure, Glamour, and Lucky.

Both companies refuse to comment on the partnership, and the Condé Nast name doesn’t appear anywhere inside the publication, so the collaboration is kind of a secret. Insiders say that Wal-Mart is trying to attract a more upscale demographic for their beauty offerings as of late (see: Drew Barrymore’s new cosmetics line, Flower, to be sold exclusively by the retailer). Still, I feel pretty confident that there are plenty of makeup lovers like myself who will never submit to Wal-Mart’s siren call based on the ghastly migraine-inducing overhead lighting alone. [Fashionista]