NÜYOU Singapore is refreshing its print edition with an even more people-centric approach through its trademark style of intimate conversations.
Conceived to focus on its core audience of bilingual millennial PMEBs, the refresh is geared toward their taste, preferences, and needs. This encompasses diverse lifestyle topics and adulting issues while retaining celebrity-related content and the latest fashion looks.
Aptly dubbed The Change Issue, the September edition which hit newsstands on 6 September unwraps the magazine’s refreshed new look and masthead. The special issue has two covers featuring up-and-coming Thai celeb Baipor, who debuted in Netflix's critically acclaimed movie You & Me & Me.
In keeping with the theme of change, the issue also features 10 celebrities with never-seen-before looks, and 8 millennials who shared their stories of embracing change.
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Refreshed editorial focus, with branding opportunities
In line with its roots as the trusted girlfriend of millennial PMEBs, the content will amplify authentic personal narratives with thematic-focused people features and interviews delving into relationships, family, and adulting.
This includes a new regular spotlight called The Millennial Talk, with insightful takeaways from featured millennial personalities on life experiences and career matters, financial independence, wellness, and other lifestyle-related topics that matter to them. Three double-page spreads, found at the front of the issue, provide sponsors an opportunity to showcase products via curated outfits, accessories, and watches for each personality.
There will also be an increased focus on everyday luxury, with an elevated coverage of watches and jewellery. A new column, called Most Wanted, will showcase regular shoppable content curated with millennial preferences in mind, offering high/low style options and the latest beauty, fashion, and accessories finds. These provide even more creative avenues for advertisers to give their products artful expression.
Strategic cross-platform approach
Striking visuals anchor this print refresh for maximum impact. A sleek new masthead gives the magazine a cool and chic edge alongside bold use of colours, typography play, and dynamic layouts.
Visual storytelling continues with NÜYOU’s signature stamp of creatively styled people and fashion spreads, all with surprising elements. These include stunning editorial spreads in print, exclusive video content on digital, and direct engagement with NÜYOU readers on social media.
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