RAINBOW page 37
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"Financing the American Dream"
Here by Popular Demand...
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Cornelia's
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Cornelia Sampson, Director
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OPEN HOUSE AND REGISTRATION
38
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something that makes them feel
good about themselves. When I
put down a magazine like Cos-
mopolitan or Vogue, I wound up
feeling I'd better jump on the
StairMaster and get to the plas-
tic surgeon so I could be beauti-
ful and complete.
"This is a magazine to help
women find the beauty within.
You can be fashionable and hip
and you could be a size 16 work-
ing with what you have. We're
taught to define ourselves by how
thin our thighs are. A lot of
women write thanking us for pro-
moting good feelings in women,"
Ms. Edut said.
Ms. Logwood, who handles
public relations, distribution and
the poetry section of HUES, grew
up in a world with few positive
images, if any at all, of black
women.
"I had often, when growing up,
noticed the absence of women
like me in magazines, which is
why I never subscribed to any. I
didn't like comparing myself to
someone who looks like Barbie.
Nor did I like the advice given in
those magazines. I knew it wasn't
written for me, so those could
never be solutions to my prob-
lems, whether it was about rela-
tionships, how to lose weight,
styles of clothing, or what to do
with your hair. I could never do
that to my hair.
"I thought there was a need be-
cause by the time you get to col-
lege, you are fed so many things
that could really damage your
self-esteem," she said.
The Eduts, identical twins, are
longtime business partners.
They've sold their own hats, jew-
elry and blue jeans painted with
their own designs.
In college, Tali studied graph-
ic design and photography; Ophi-
ra studied illustration and
computer graphics. Logwood ma-
jored in communications.
The next issue of HUES, due
in October, will focus on body im-
age, carrying a feature on "PMS
fashion," which Tali Edut ex-
plains as "different styles you can
wear when you feel bloated or un-
comfortable. It's going to be re-
ally funny.
"The key to the magazine is we
approach these topics with a
sense of humor," she continued.
`The whole feminist theory thing
has a tendency to be very dry. As
a Jewish woman, in the history
of our culture, humor has been a
key to survival."
HUES includes a section on
health, focusing on natural reme-
dies and cures, but it won't be
telling women how to drop a
dress size within 24 hours.
Another regular feature is an
advice column for the lovelorn,
with a twist, of course. They can
expect an "attitudinal approach"
to their queries, Ms. Edut said.
Despite its decidedly feminist
perspective, HUES has a male
readership, too.
"We do have some male sub-
scribers, including those who
write letters of support as well as
admonishment. At first, I heard
more from men than women. A
lot of men think feminism is
about hating men — that kind of
ridiculous stuff — but they see
HUES as enjoyable in a pop cul-
ture kind of way. They're not
frightened by it. I think my fa-
ther actually read it. That's a
step," Ms. Edut said.
They scored a major coup by
selling an ad to Levi's for the next
issue. Ms. Edut is confident more
advertisers will follow suit once
they realize that sex isn't the only
thing that sells.
"We're not trying to sell sex.
It's a matter of companies that
share our philosophy. They are
few and far between, but they're
out there.
"We feel confident that we
know what the audience wants,
because we are the audience. It's
convincing corporate America
that American women are ready
for an intelligent women's mag-
azine in the market," she said.
❑
The Sun Kings
And Your Skin
RACHEL NEIMAN SPECIAL TO THE JEWISH NEWS
D
r. Eli Fischer thinks injus-
tices are being perpetrat-
ed against your skin.
"It's a crime to make AHA
skin-care cream without sun
block," he says. "You're promot-
ing peeling without guarding
skin from the sun."
Terms like AHAs (alpha hy-
droxy acids) and SPFs (sun pro-
tection factor) repeatedly come
up in conversation with Dr. Fis-
cher, whose name is synony-
mous with Israel's popular skin-
care products, including Ultra-
Sol sunscreen, and Camille
Blue and Camille Plus baby
products.
This was no easy accomplish-
ment, as it is hard to maintain
consumer loyalty to a local prod-
uct in an ever-increasing import
market. Last month, the Israel
Manufacturers Association
awarded the 1995 Eliahu Frum-
chenko Industry Prize to Dr. Fis-
SUN KINGS page 40