Elixir International

Executive Summary

A "200-page Vogue-style magazine" and "the first quarterly consumer glossy to target the huge interest in anti-aging products and services," Elixir International will launch in UK and internationally in October for $7, according to Aug. 24 announcement. Targeted to men and women over the age of 28, magazine will be distributed free to spas, cruise ships, luxury hotels, gyms, airport business lounges and private charter jets, and it will be available online to meet demand of Internet readers and advertisers, Elite Publishing of London notes. "If it's hot, new and will improve your lifespan ... you will find out about it" in Elixir International, publisher says. Coverage will encompass anti-aging cosmetics, nutraceuticals, cosmeceuticals, diet and exercise, cosmetic surgery, cosmetic dentistry and spas, but anti-aging lifestyle "may also be reflected by your home, its décor and even the type of car that you drive and the way you dress," Elite says. Magazine's medical panel includes Dr. Bob Goldman, chairman of the American Academy of Anti-Aging Medicine, cosmetic surgeon Javier de Benito and Dr. Nicholas Perricone, creator of skin-care brand PerriconeMD (1"The Rose Sheet" April 7, 2008, p. 8)