 |
 |
|
|
||
PLASTIC SURGERY NEWS, SURGERY NEWS, COSMETIC SURGERY NEWS Current NEWS  |
Ciao bella? Italy's plastic surgery magazine
zoomata.com staff Italy is the latest country to have the quest for beauty through plastic surgery turned into a magazine.
Called "New You" in English, the title was hard to find at newsstands in its initial roll-out of 20,000 copies.
As the slogan "the culture of beauty" implies, this rag is meant to be taken more seriously than the average beauty-parlor flip through. The masthead boats a list of international experts, 15, whose qualifications take up nearly half the page.
The magazine examines a large range of beauty improvements -- from spa treatments to zone diets -- but the meat centers around plastic surgery. Features like "The breasts you dream of: techniques, time, cost," and "Take back your hair" are well-balanced, realistic and seem aimed at promoting informed choices.
The 'dream breast' article, written by two illustrious Italian plastic surgeons, has a section on scars ('the surgeon is not a magician, much will depend on your type of skin') and a sidebar about yearly check-ups necessary for every type of implant.
Unfortunately, the same could not be said for the advertisers -- from breast suction-cup gizmo Brava to vitamin supplements promising miraculous improvements -- who present an evident contradiction to the good-sense information contained in the articles. In a country where cutting a good figure, or 'bella figura,' is a national obsession, the magazine is likely to be a success. Take permatanned Prime Minister Silvio Berlusconi, for example. Berlusconi, who disappeared for a nip, tuck and hair transplant, reassured Italians in his end-of-year state address that his hair is "growing marvelously" and he would recommend that "those who can afford it have a duty to present themselves in the best possible way."
Even the average Italian, according to judges, has a "right" to look good. Last summer, Italy's highest court fined a husband 500 euro for not letting his wife "use make-up, do her hair and dress" in order to "express her femininity."© text + photo 1999-2005 zoomata.com
http://www.zoomata.com/modules.php?name=News&file=article&sid=1101
