The launch campaign, created by WCRS, draws on the fact the title covers eight subject areas - including fashion, food, beauty and health. It introduces the line: "For all the women you are."
The title, which targets ABC1 women aged between 30 and 59, boasts high production values over its 300 pages. Its key point of difference will be colour-coded sections, signposting the subject matter. This idea is picked up in the outdoor campaign - each site will have a different coloured frame corresponding to the various "Easy Living zones".
Nicholas Coleridge, Conde Nast's managing director, said: "We're thrilled to be bringing out a 300-page glossy magazine at a time when other magazines are launching for 10p a pop."
The print work will be supported by a TV campaign from 2 March. Ads show three women in a restaurant talking about all the things they really want from life, such as "A perfect pair of black trousers to make your legs look longer".
The campaign was written and art directed by Leon Jaume and directed by Owen Hamilton at Hungryman. Media planning and buying is by Manning Gottlieb OMD.
- ABC report, page 25.