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Le Figaro Introduces 'Paris Chique'

The French newspaper launches a lifestyle paper for Brazilian tourists visiting France.

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BRAZILIAN CONNECTION: Le Figaro speaks Portuguese. As of January, the French newspaper will publish a free trimestral lifestyle paper called Paris Chique, entirely in Portuguese. The content will resemble articles written by Le Figaro’s editorial staff and focus on the art of living, à la française, covering topics such as fashion, beauty, interior design, gastronomy and design. The first issue has 32 pages.

The Portuguese edition comes after the launch of Paris Chic in Mandarin, for Chinese tourists, which is now in its seventh issue. Editions of Paris Chic in Arabic and Russian are in the pipeline. “We are full steam on all the projects, because there is strong feedback from advertisers. The key is to make tailor-made content for each readership,” Le Figaro deputy managing editor Anne-Sophie von Claer told WWD.

Von Claer said Brazilians spend more time in France than the Chinese when visiting. “While the Chinese go for big names, Brazilians are looking for less known emerging designers and small shops that are off the beaten track,” von Claer explained. Also, while the Chinese are keen on watches, Brazilians may want to know about the best hair salons in Paris instead, she said.

Editor in chief of all editions of Paris Chic is Catherine Deydier, while Christian Brunnquell is the artistic director. The publication is peppered with illustrations by Alain Bouldouyre.

About 80,000 copies are to be distributed in about 300 hotels and some department stores in the French cities and regions most frequented by Brazilian tourists, such as the French Alps. Another 30,000 copies will be distributed in Brazil.

The seventh issue of Paris Chic in Mandarin is set for release in January, with a circulation of 250,000 copies.

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