Vivid, the fashion and lifestyle magazine owned by beauty company Wella, is to launch on the news-stand, writes Ruth Addicott.
The 148-page title was previously only available in hair salons and had a circulation of 40,000. The move is expected to increase readership from 600,000 to over a million.
Distributed by Associated Newspapers, the launch is backed by an advertising campaign, which includes the distribution of two million leaflets to salons.
The magazine features fashion, beauty, lifestyle and news.
Published by print and broadcast production company Communikator Consultants, the expansion follows the launch of Vivid TV in autumn 2002.
Vivid has a cover price of £3.50 and is due to go on sale on 22 May.