MEDIA: BARE: AN EXPERT’S VIEW - Self-confessed health fanatic Fleur McNally is so impressed with the launch issue of Bare
By FLEUR MCNALLY, the former new-business, campaignlive.co.uk, Friday, 01 September 2000 12:00AM
I have a confession to make and one I’m not particularly ashamed of either - I’m a health and fitness fanatic. I’m always first in the queue to buy the latest cellulite gels, multivitamin pills and miracle anti-wrinkle creams. Despite more than seven years in the industry, I tend to rely on the good old-fashioned glossies for my best-buy recommendations.
I have a confession to make and one I’m not particularly ashamed of
either - I’m a health and fitness fanatic. I’m always first in the queue
to buy the latest cellulite gels, multivitamin pills and miracle
anti-wrinkle creams. Despite more than seven years in the industry, I
tend to rely on the good old-fashioned glossies for my best-buy
Well, all this may be about to change; I discovered the latest John
Brown Publishing magazine Bare. This is a magazine like no other - as
its whole proposition is spiritual and physical ’well-being’. This
obviously means different things to different people. I particularly
liked the designer Anna Sui’s definition: ’Live your dreams - exceed
your reach.’ This phrase should be placed in every young woman’s
’Your health has less to do with medicine than with lifestyle,’ the
subtle voice of Bare says. It doesn’t tell you what you should be doing,
it doesn’t talk at you, but instead talks to you in a soft tone of
voice, which makes you far more receptive to it than some of the more
dictatorial health and beauty titles.
Bare has a fresh, clean feel and look to it, yet at the same time there
is a luxurious, sophisticated undertone (unlike Top Sante and Eve).
This is probably down to the editor, who is the style guru Ilse Crawford
Bare is different - it gets you thinking. The article on spines was very
educational - have you ever thought what a complex part of the body it
Every woman’s dream is to have a perfect, flawless complexion and many
wouldn’t flinch twice at handing over wodges of cash to the lady over
the cosmetics counter. Bare proffers a ten-page feature looking at how
to improve your complexion if you have a few pounds to spend, or just
want to raid your kitchen for a cheaper alternative.
Don’t be surprised if, after placing Bare on the coffee table, you find
your partner engrossed in an article. Even though it targets 25- to
40-year-old women, there’s something in it for him too.
Having read the magazine from cover to cover, I can place my hand on my
heart and say I’ve actually learned something. Even if it is that I
should throw out all the vitamin tablets I used to swallow religiously
every morning - Bare has taught me that only 1 per cent is available to
It’s a shocking statistic for all the money I’ve spent over the
But I’m sure part of the old machine has benefited elsewhere. Who said
that beauty is only skin deep?
Publisher John Brown Publishing
Price pounds 2.80
Target circulation 65,000
Full-page ad rate pounds 7,800
Advertisers include Lancome, BMW, Kenzo, DKNY, Estee Lauder, Clinique,
Issy Miyake, Pantene.
This article was first published on campaignlive.co.uk
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