16 December 2009A new magazine hoped to inform consumers about cosmetic surgery is to launch in the US in January 2010. The American Academy of Cosmetic Surgery is launching New You, an official consumer magazine to represent the views of the 2,500 strong organisation. The editor in chief, J. P. Faber explained that the magazine would focus on the wants and needs of the average individual rather than celebrity driven. The magazine backers hope that the magazine will help plastic surgery enter the mainstream and work towards removing the stigma sometimes attached to undergoing cosmetic treatments. All of the magazine's content will be reviewed by a board of editorial advisors to ensure that it is relevant and accurate. Jeff Knezovich, executive vice president of the American Academy of Cosmetic Surgery said: "Our goal is to educate the public about their choices in cosmetic procedures. "Whether our readers want to reduce wrinkles to look younger, or change something more fundamental with a facelift or liposuction, we want them to be fully informed about the costs, the results and the safety issues." The first run of the magazine will see 250,000 copies delivered to waiting rooms in cosmetic surgery clinics, book stores, newsstands and high end hotels and spas. Faber explained that the team behind New You were specifically aiming their magazine at a particular demographic as mass audience magazines are facing challenges during the downturn. He said: "Our readers are actively spending on their appearance, specifically to reverse the signs of aging. This is a great audience for any provider of cosmetic products or procedures." The UK's first cosmetic surgery magazine was launched in November of this year.