Professional Beauty World magazine was developed alongside the Gulf Beauty exhibition in Dubai, for which we also designed all the visual communication. The brief was to create a magazine which appealed to professionals in the industry.

Taking into account the views of experts in the industry who had intimate knowledge of the Middle East marketplace, we decided that although it was a trade magazine, it should have the look and feel of a consumer title.

Feedback from the end user indicated that this was a positive decision - reflected in the final circulation figure of 8,000.