Avant-garde hair magazine 'ESTETICA' now in India

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afaqs! news bureau
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Media News

Mumbai, June 09, 2009

MaXposure Media Group is launching the Indian edition of the leading Italian hair fashion magazine, Estetica, in October 2009. This is the result of a licensing agreement between MaXposure Media Group (the publishers of luxury lifestyle magazine- ANDpersand, design magazine- Forms, cultural and lifestyle magazine- DELHI BEAT and in-flight magazine - Spiceroute (SpiceJet)) and Estetica-Edizioni Esav Srl, Italy (publishers of 24 international editions of Estetica across the globe).

Estetica India is the 25th international edition of this 60-year-old magazine, the global leader in hair fashion publications. As a quarterly publication, the magazine will have an initial print run of 15,000 copies and is targeted at the hair and beauty industry, stylists, salons and anyone passionate about hair fashion. The magazine will hit the market in October with a price tag of Rs 150. The magazine will give readers an insight of the latest from the world of professional hairstyling and beauty. Estetica India will also feature elements from Estetica Design, which focuses on design and architecture and sections on lifestyle and luxury.

"Estetica Network, global leader in the field of coiffure, fashion and beauty, welcomes the newborn Estetica India as the 25th of its international editions. A prestigious addition that will proudly put India centre stage, as one of the countries where beauty has both the most ancient traditions and fastest growth rate. Welcome, Estetica India”, says Roberto Pissimiglia, President and Publisher, ESTETICA – Edizioni Esav Srl.

"We were looking forward to having the Indian edition in our international network. And congratulations to MaXposure for joining us! You are a great team of young and dynamic people who will certainly succeed in making ESTETICA INDIA the leading hairfashion magazine in your country”, says Luisa Barberis, Sales & Marketing Manager Asia/Pacific, ESTETICA – Edizioni Esav Srl.

Vikas Johari, Publisher, MaXposure Media Group said: "Estetica is entering the Indian Market at a time when 'hair' has become an important factor of determining one's style quotient. The fashion forwards actually determine the clothes they wear, the look they sport based on their hairstyle. So far we've looked very seriously at watches, jewellery, gadgets etc and now is time to delve deeper into the relatively under explored territory of the 'hair fashion' industry."

Prakash Johari, CEO, MaXposure Media Group said: "We are very proud of the alliance between MaXposure & Edizioni and strongly believe that it’s right time for Estetica to enter Indian market. The Indian beauty market is worth more than € 1.1 billion and is rising at 25% p.a. - twice as fast as the US & Europe markets. The market for hair care in India increased between 2002-2007, growing at an average annual rate of 12.8%. India’s large youth population – more than half of the population of 1.1 billion is aged less than 25 years – is likely to be more receptive to international brands and hair care norms."

"The magazine will focus on all that is new in hair fashion and design across the world. Considering that our fashion industry is on the verge of going global, a magazine that caters solely to the purpose of initiating the professionals in the industry to international trends is the right move. Estetica India will also feature industry leaders and trend setters from India, their views and opinions. Besides, to keep the salon-reader entertained, we’ll also have sections on design and lifestyle.", says Neena Haridas, Editor, MaXposure Media Group.

Response from the hair fashion industry:

"Estetica’s arrival in India is great news for the salon industry. It has a proven track record worldwide in strongly promoting the industry and its talent. Above all we need players like Estetica who can contribute to setting and pushing up standards. Estetica’s arrival signals another important step in the evolution of the Indian salon industry", says Philip Giles, Director – Professional Products Division, L'Oréal India.

"We at Schwarzkopf are extremely delighted to hear the arrival of Estetica to India. The Indian hair stylist will now get a rare and a much needed exposure to hair and beauty from Italy to India. This will help the industry get a new perspective”, says Mr Murali Sundar, Country Head, Schwarzkopf India.

"Estetica is working towards setting new benchmarks in the salon industry. With its focus on high fashion trends, creating & grooming a new generation of stylists , opening up a new world of luxury salons to its readers, Estetica is clearly the most coveted platform to showcase the new frontiers our industry is acheiving. In Estetica India we find a partner to appreciate and showcase our high technology products, our esteemed salon partners and our luxurious salon interiors.We welcome Estetica to India and look muchforward to developing our association in our beautiful country”, says Smira Bakshi, Business Manager, Kérastase/Keraskin India.

About MaXposure Media Group bringing Estetica to India, Ambika Pillai, the most noted name in the industry of hair and fashion in India says, "Its a fabulous move. Its much needed. The hair industry in India is still in its nascent stage. Its only in the last fifteen years that stylists here have woken up to international trends in hair fashion and a magazine like Estetica will drive them into gaining more exposure in the field. The hair industry in India will be huge in the next few years. I'm glad to be here at this time."

"It (truly) is a 'fashion' magazine for hair. A great reference for stylists as well as clients", says prominent Bollywood hair stylist Adhuna Akhtar about Estetica.

For further information, please contact:

MaXposure Media Group

Daisy Hazra

Mob: 9953101301

Email: daisy@maxposure.in

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