"Lindsay Lohan effect" overtakes LouLou magazine

LouLou magazine has been redesigned so it looks more like a website and focuses on more affordable items that its readers are really buying in stores, according to a story in Masthead. The publisher, Marie-José Desmarais, says the way people shop has changed in the five years since the magazine was launched by Rogers Canadian Publishing, and so must the magazine.

The influence of celebrity from the catwalk to the sidewalk has also been acknowledged in the redesign. “Quite often a star will wear a look before it hits the runway,” says Desmarais. “The stars are adopting the trends at the same time the collection comes out. They are the ones that influence retailers and consumers. I call it the ‘Lindsay Lohan effect’. The addition of stars brings an entertainment aspect to the magazine. A new and fun feeling to the content.”