MEDIA: REAL HEALTH & BEAUTY - AN EXPERT’S VIEW. Despite some weird tales, the latest health title fails to inspire Charlotte Khan

Attic Futura’s new bi-monthly is entitled Real Health & Beauty.

Attic Futura’s new bi-monthly is entitled Real Health & Beauty.

No prize there for the most inspiring magazine title of 1998.

First impressions tell me it is aimed at women like me - those crying

out for yet more advice on how best to eat well, exercise regularly, be

organised at work, give up fags, drink less and keep smiling all at the

same time. Will this magazine actually make me feel like doing any of

the above? Cynically, I glance over the front cover.

’The woman with two vaginas’ and ’Quit smoking and stay slim’ stand out,

the former in particular. Instead, I’m drawn into the first main feature

on women with some ’medical secrets’. A woman who can’t stop swearing,

one who feels like sleeping all the time and another who just can’t get

enough sex. ’Perhaps I’m normal after all,’ I think as I absorb every


The main features are very well written and make an interesting change

to the usual type of material one gets in such a title.

What really lets the title down is the rest of the content: uninspiring

and basic editorial on the trivial issues regularly covered in every

other women’s magazine. Real Health & Beauty fails to combine its tales

of the weird and wonderful with any new information.

What makes the title readable is that it succeeds in tapping into

people’s fascination with others’ misfortunes. But the main problem is

the appearance of the magazine - thin from the outside, bitty on the

inside. Given the intense competition on the shelves, it lacks the

immediate appeal essential for impulse purchase and it isn’t substantial

enough to warrant the cover price of pounds 2.20. I predict that in this

format, Real Health & Beauty will have a short lifespan.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content