Launch of 'Otona no Oshare Techo' 200,000 copies sold out!

On March 7, Takarajimasha launched the monthly magazine Otona no Oshare Techo (Editor-in-Chief: Chikako Nishiyama, concurrently Editor-in-Chief of Linen), targeting women in their 40s and 50s. Published monthly on the 7th, L-size, priced at ¥782.

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The magazine aims to propose "real fashion for everyday life" to women who have matured and found their own style, enriching their lives through beauty, health, food, travel, interior design, and more.
The inaugural issue featured actress Karen Kirishima on the cover and opened with a special feature on "Choosing Wonderful Everyday Wear for Women in Their 40s and 50s." To mark the launch, promotions ran on TV commercials and in newspapers. The newspaper ad conveyed the magazine's worldview with a visual placing the inaugural issue in soft light. Many readers reported buying the magazine after seeing the ad, and 200,000 copies sold out within a week of release. This became a bright topic in the magazine industry.

The company also launched the women's fashion magazine "Otona Muse" (Editor-in-Chief: Kayoko Watanabe) on March 26th, targeting women aged 37 and up. Published monthly on the 28th, L-size, priced at 792 yen. Aimed at readers who have outgrown the 15-year-old fashion magazine "sweet," it covers fashion, beauty, travel, and interior design under the theme "To All Goddesses." With the concept "Age 37: The Season of Radiance Begins," all staff involved in the magazine—models, stylists, photographers—are around 40 years old.
The inaugural issue, featuring model Rika on the cover, had a print run of 300,000 copies. Following the success of 'Otona no Oshare Techo', it is showing strong sales. The publisher considers supplements an important content element and has included high-quality brand items with both magazines. This practice is planned to continue with every issue going forward.