Personal. Personalize. Personalizations. These words are more and more often could be seen in brands’ messages.

Consumers could create personal candy collections, personal colors for clothes, personal Wikipedia’s versions and so on. The list is really endless.

Now there is one more possibility of the personalization from Lexus. These are personal magazines that this brand creates with Time Company.

It is a special project for Lexus SUV 2010 RX that has 22 possibilities for personal choice when buying. The magazine was called “Mine” and could be a Time, Sports Illustrated, Food & Wine, Real Simple, Money, In Style, Golf & Travel or Leisure magazine – with personal choice of information and even ads.

It is known, that this experiment is intended to be held during ten weeks. The magazine is available in print to 31 000 consumers and an electronic-version of the print publication is available to 200 000 Lexus-lovers.

All details are here.



Lexus history