Well, we all know how to be healthy and beautiful, don’t we?
Just make a list of all the things you love to do: scoffing Belgian
choccies, necking pint after pint of London Pride, devouring fried
breakfasts, served with an extra serving of fried bread - you get the
picture. Then stop doing them.
Very boring, but in due course you will probably be healthy and
Miserable, isn’t it?
But Boots now has a new magazine to tell us that it is much easier than
we thought, and a whole lot more fun to boot.
Am I convinced? Well, a quick glance at the Contents page wasn’t all
that reassuring: Looking younger, Soothe your senses, Ward off coughs
and colds ... not exactly radical.
The magazine does look good. It’s clean, fresh and contemporary. The
layout is light and minimal, and the type is stylish and, for once,
thank God, legible.
The problem is that it has no real substance. Visually it promises a
lot, yet delivers very little. In fact, overall it is about as
satisfying as low-fat frozen yogurt.
What this magazine needs is a heart, a soul, a personality. Or even just
a point of view.
Yes, this is a magazine with a personality bypass. And we all know what
that is - a catalogue.
This article was first published on Marketing