Glossy Vision: IDM's Marina Go (Part #1: Younger You magazine)
YoungerYou.com.au, its newest digital brand ironically aimed at turning back the clock.
In some ways, IDM's foray into print is a counter-clockwise move, too: for IDM, digital is the main game and print plays a supporting role. Last month the Sydney-based publisher put Younger You into print with a 132-page book priced at $9.95 and on October 27 TheKnot.com.au will have a newsagent shelf presence as well (a 284-page one priced at $14.95).
Just as Primped.com.au represents the "pointy end" of beauty, so too does Younger You with its pro-anti-ageing editorial direction, which is supported by a booming $448.5 million industry in Australia (and that's just the non-surgical cosmetic market).
The magazine is essentially a service title that celebrates "ageless celebs" and features stories on skin serums and sun damage, non-invasive laser technology, fake tanning, weight loss and flattering hairstyles. There's also information on fixing facial "irregularities", faking better-looking busts and liposculpture. It's supported by ads for anti-ageing skin products, The Australasian College of Cosmetic Surgery and a slew of cosmetic professionals listed on the Younger You website.
To be honest, I'm not a fan, just the same as I dislike Vogue's yearly Cosmetic Enhancement Guide inserts, but I'm not currently in the market for a face life. Marina Go, publisher of the magazine, puts forth a convincing argument for the brand's existence. A former magazine editor, Go has been with IDM for two years and graciously shares her insight into digital and the Younger You brand in this first installment of our interview (again with the irony; the video looks a bit warped, though Marina is lovely).
Girl With a Satchel