UKTV Style, Britain’s leading women’s lifestyle channel, has commissioned Twofour to produce an ambitious new format for its Q2 schedule fronted by Martine McCutcheon.
The Truth about Beauty is a major TV event in UKTV Style’s Q2 schedule – a week-long event dedicated to anti-aging and beauty. The ambitious commission sees UKTV Style partner with Glamour magazine – The Truth about Beauty was launched online at www.glamourmagazine.co.uk with a survey designed to find out readers’ thoughts on ageing. The show will draw on the findings to deliver 5 x 60’ programmes that reveal what we should, and shouldn’t be doing if we want to keep the ravages of time at bay.
The Truth about Beauty was commissioned by UKTV Style’s Acting Head of Commissioning Jane Rogerson, who says; “Not a day goes by without a new miracle anti-ageing cure being heralded as a beauty must-have, but there is precious little real information to help consumers cut through the barrage of treatments promising to offer us eternal youth. The Truth about Beauty will be a timely guide for women and men alike, revealing what works, how much it costs and how far we should go on the quest for ageing gracefully, without turning into a wax work!
The Truth about Beauty was ordered by UKTV Style’s channel head, Catherine Catton, who says, “The Truth about Beauty is the perfect brand fit for UKTV Style as it delivers the kind of information on beauty and anti-ageing that our audience are fascinated by in a really fun and entertaining way. I'm delighted to be working with Martine McCutcheon, and really pleased to partner with Glamour magazine”.
The Truth about Beauty begins filming in March and will premiere on UKTV Style in May 2008. With Michelle Horton as Series Producer, this new commission will be Executive Produced by Twofour’s Melanie Leach, alongside UKTV’s Katherine Parsons.
Twofour’s Michelle Horton comments, "Finally the answers to women's prayers - a series that will tell us how to age and still look fabulous! We'll be investigating wrinkles, sagging and all those other ageing nasties. Putting creams, surgery and the latest non-invasive beauty treatments to the test to find out what works and at what cost. It's going to be a real treat working with Martine - she very much a 'real woman' that most of us can relate to and she'll undoubtedly bring both fun and glamour to the series!"
Set in an exclusive London location, each episode will show Martine McCutcheon being joined by celebrity friends and women trying out the latest anti-ageing treatments, from non-invasive to cosmetic to nutritional to the ultimate option, surgery.
Martine McCutcheon adds, "I'm really excited about this series. Like most girls I'm always reading about the latest lotions and potions and I'm looking forward to really getting under the skin of the beauty industry, to find out what actually works and what's a waste of time and money. “
The Truth about Beauty will look at five themes, one for each episode. Road test will try out three different non-invasive ways to tackle the signs of ageing, in turn back the clock, four women will undergo a six week challenge to look younger through diet and exercise alone. In the surgery strand, four different women go under the knife to regain their youthful looks. Icons of ageing, looks at the women voted as the most beautiful for each age group and the overall icon of ageing from the Glamour survey. Finally, in a very personal journey, we follow Martine to Paris, the city she thinks is the best place to find beautiful women of all ages.
The Glamour online survey will be supported by editorial content in the magazine with the results printed in the May issue.
Nicky Eaton, Director of Press and Publicity for Conde Nast says, “Glamour are thrilled to be playing a role in The Truth about Beauty and just as our readers trust Glamour to deliver the best beauty advice, we also know our readers will have delivered an accurate barometer of the views of UK women on anti-ageing in all its aspects.”
