MTV Canada recently went live with FORA, a custom online beauty and trends magazine produced in partnership with Johnson & Johnson’s Clean & Clear skin care line.



The magazine lives on Mtv.ca, said Much MTV Group director of program marketing and brand partnerships Dave Caporicci in an e-mail interview and was created after Clean & Clear approached MTV Canada looking for new opportunities to reach consumers. “Clean & Clear came to us because of MTV’s ability to connect with its audience, especially online,” he said. “The company was looking to align itself as a beauty brand to expose the variety of its beauty line in its messaging.”

FORA will be published quarterly, but each issue will be continuously updated by contributors, which include MTV staff, guest contributors and bloggers, said Caporicci.

Creating the magazine online allows the content to be highly interactive and accessible to its target audience of teens, says Caporicci. “Readers can interact will all FORA contributors via Twitter, and upload their tips, videos and photos to be featured in the magazine,” he said. “On every page we encourage readers to comment on the content.”