Country: United Arab Emirates
Industry Sector: Marketing / Publishing
Description: ITP Lifestyle has announced the launch of the UAE's first monthly magazine aimed specifically at Asian women. The title, called Kohl, was developed after an annual study revealed a significant gap in the market.
Comments: ITP Lifestyle has announced the launch of the UAE's first monthly magazine aimed specifically at Asian women. The title, called Kohl, was developed after an annual study revealed a significant gap in the market.
The ITP 2007 Readership Survey, research that looks at the region's magazine consumption habits, showed that although there is a large constituent of young women from an Indian and Pakistani background in the UAE, they are currently being under-represented in the magazine media.
Alia Fawad, Publisher of titles including Ahlan and Grazia, agreed "Women's magazines in the UAE and GCC generally focus on western models, fashions and beauty treatments whereas women from an Asian background have the advantage of a great mix of western cultures combined with eastern sensibilities and traditions. Young, upcoming and educated Asian women have grown up in this melting pot culture yet there is nothing that speaks directly to them. As the largest magazine publisher in the Middle East, we wanted to address this by providing a women's lifestyle magazine that fulfils the specific needs of this reader and creates a means for our advertisers to target this growing market".
Kohl, which means the black eyeliner that Asian women have used for centuries as a beauty product, was chosen because like its name it defines the unique characteristics of the Asian woman.
Faarah Mehta, Editor of the new launch, says "Kohl caters to the needs of the modern Asian woman living away from her homeland - from her professional and social life to her wardrobe, real-life issues and lifestyle. The magazine is stylish, smart and very relevant to the Asian culture. It sieves through all the information and tailors it to effortlessly fit the Asian woman. Kohl is about defining, representing and inspiring women from an Asian background, now living in the region." Mehta who herself is from this background draws from her own requirements and experiences to bring the modern Asian woman exactly what she needs from a magazine adapted perfectly to her culture.
The magazine will be on-sale from 5th March 2008 with a distribution of 16,000 across the UAE to beauty salons, bookshops and supermarket till-points including Carrefour and major Choitrams.
* ITP Readership Survey 2007 conducted July - September 2007.