leaves a lasting impression

The publication claimed a world first when it printed textured wallpaper featuring green flocked leaves across the front and back covers of the April issue.

Flocking the magazine was both a response to readers and an attempt to be innovative, said Wendy Moore, editor. “We had put some gloss texture on our November cover and it got a good response from our readers; they loved the feel and I noticed a lot of people touch the cover,” she said. “We’d started to see some flocked product come through and it was an emerging trend; we wanted to do something different.”


When Moore set her eyes on wallpaper by Nina Campbell, she knew instinctively that this was just what the cover needed. Stocked by Domayne, the homewares giant saw the advantages of working with Pacific Magazines (Home Beautiful’s publisher) and decided to sponsor the initiative.

Readers and advertisers alike have responded positively to the magazine’s cover, which Moore described as “interactive” and “emotional”. But she is adamant as to whether Home Beautiful will return to flocking any future editions. “We may look at doing it again in the future; but once it’s been done it’s done and other people will want to do it,” she said. “We want to be different.”