New Style is a monthly glossy magazine aimed at the affluent Russian-speaking community in the UK and Europe. The magazine, which has just celebrated its 100th issue, recently appointed Marina Shcherbinina as Health and Beauty Editor, responsible for providing high-profile editorial coverage on the latest product launches in skincare, makeup, food supplements and beauty gadgets. Marina says “I am not someone who switches off from work; health and beauty is something I have a genuine interest in! As creativity is not something you can switch on or off when an idea comes to me I have to write it down, even if it’s the middle of the night. My main area of expertise is skincare, however I am aware that modern women often call on plastic surgeons as a last resort. I want to make sure my readers are clued up on the latest procedures and know exactly what to expect with regards to downtime.”
Marina aims to give readers the most up-to-date scientific knowledge and focuses on the results that products give rather than their attractive packaging and how they look on an editorial page. “As well as knowing what ingredients are vital in beauty products I’ve also become increasingly aware of the nasty ingredients which can and should be avoided.”
As Health & Beauty Editor, Marina likes to hear about the owner of the brand and what inspired them to create a range. “I like to get a sense of the story behind the products. I stand up and take notice of a press release when the PR has taken a very different angle from the norm. I’m bored of reading identical press releases which mention ‘Grandma’s Secret Recipe’ or ‘Secret ingredients’. I want to hear about clinical trials and results. I like to receive products 4 months before a trade launch; I like to take the tried-and-tested approach and need time to formulate my honest opinion on a new product. When I read a press release I like to see the thought process that has gone on behind the scenes, I’m not keen on very general blasé press releases. I believe our time is the time of inspirational brands which are honest with the press and their customers.”
About Marina Shcherbinina & New Style:
“I studied History at Moscow University. I’ve always had a passion for writing and studying History ensured I spent hours researching and writing. In Russia the study of history is taken on in a very scientific manner, this awakened my interest in science and as a result the chemistry behind health and beauty.” Marina can be contacted at [email protected].
UK-based The Russian Media House publishes New Style, a magazine aimed primarily at “Global Russians” – well-established, well-educated, and well-travelled individuals. Targeted at both male and female readers, New Style features celebrity interviews and lifestyle topics such as travel, fashion, jewellery and watches, property, entertainment, art, theatre, music, cars.