Avant-garde hair magazine 'Estetica' is set to launch in India

MaXposure Media Group is launching the Indian edition of the leading Italian hair fashion magazine, Estetica, in October 2009. Estetica India is the 25th international edition of this 60-year-old magazine, the global leader in hair fashion publications. 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 is an outcome 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.)

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.

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.”

While Prakash Johari, CEO, MaXposure Media Group says, “We are very proud of the alliance between MaXposure and 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 percent p.a. - twice as fast as the US and Europe markets. The market for hair care in India has increased between 2002-2007, growing at an average annual rate of 12.8percent. 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.”

“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.

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

“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.