BEAUTIFUL LIVING: AN EXPERT’S VIEW: It may be dreamy, but Cilla Snowball draws the line at a bathroom of snowflakes

For a magazine that ’dares to be different’, Beautiful Living has a pretty generic title - an amalgam of Country Living and House Beautiful.

For a magazine that ’dares to be different’, Beautiful Living has a

pretty generic title - an amalgam of Country Living and House

Beautiful.



In many ways, it’s not that different. It’s a classic, glossy, busy,

colourful home-interest magazine with lots of lovely photography,

immaculate accessorised roomsets, beautiful homes and well-scrubbed

children posing prettily in a way my three monsters have yet to

master.



Beautiful Living, the latest entrant to an already burgeoning

home-interest sector, promises a greater lifestyle orientation than its

competitors and aims, rather grandly, ’to inspire you to fulfil your

long-term dreams’.



The dreamy bits are inspirational. I particularly enjoyed reading about

the family that relocated to the Hebrides. However, the slipper and

snowflake bathrooms, ’a shrine to rest and relaxation’, were

far-fetched, even for a Snowball like me!



The title does make concessions to reality and the best features combine

aspiration with realism and humour. Beautiful Living is practical,

offering tips, where-to-buy lists and before-and-after pictures to show

it’s all achievable.



I think it could do more with the cookery section which was pretty

bland; likewise the ’tried and tested’ feature, which reviewed six

duvets but failed to rank them.



Beautiful Living makes some big launch promises. However, it does have

all the right ingredients for a lifestyle title. Whether or not it is

successful will, in my view, be down to whether it will dare to be

different enough to lure readers away from their favourite home-interest

magazines.



Cilla Snowball is the head of client service at Abbott Mead Vickers

BBDO.



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