A battle of the glossies in the women's magazine market is set to be launched on the news stands of the Midlands.
Psychologies - which has landed a major niche in France - is set to do battle with the likes of Cosmopolitan, Marie Claire, Vogue, and a string of celeb culture titles.
Publisher Hachette Filipacchi UK says the title, launched nationally on September 7, will target a new market identified as third wave woman.
However, a Midlands expert said the title faces a tough challenge in one of the most competitive market places in publishing.
Dr Isabelle Szmigin, a senior lecturer at Birmingham Business School - and a consumer researcher, who focuses on media and marketing - said: "I've got mixed feelings.
"It could work in a very competitive market and it does seem to hit a spot.
"There is increased interest in holistic treatment, wellbeing and lifestyle. However, it may struggle in the British marketplace and particularly in the all-consuming world of celebrity culture. It's all to do with how well they target it."
A spokesman for Psychologies said the idea was to create a positive living sector within the glossy magazine market and meet the needs of a reader not currently served within the market.
The publisher claims Psychologies is about "what women are really like, not just what they look like."
A spokesman said "first wave woman" led the social and sexual revolution as they challenged traditional roles and labels.
" Second wave woman" would be described as part of the movement that brought about economic change as women went to work en masse.
"Third wave woman" was driving a personal revolution and asking themselves 'how do we want to live?' and 'what are our own terms?'".
Typically aged between 30 and 55, Psychologies magazine estimates that there are at least 1.8 million third wave women in the UK today.
Maureen Rice, editor, claimed: "This magazine will reach women in a different way to anything else on the market.
"There's been a real change in the way women are choosing to live, work and express themselves.
"Third wave women are challenging old ideas about what they have to do to be considered successful.
"We've seen it at work, with the rise of flexible working and less hierarchical organisations but it's not just about work - there's more emphasis on relationships of all kinds."
Julie Harris, general manager of Hachette Filipacchi UK's Women's Group, said: "Our consumer research has identified that third wave women are a very real and currently under-served group of women. With the launch of Psychologies magazine we have defined a new sector in magazine publishing - positive living - much in the same way that we did with middle youth when Red magazine launched seven years ago."
Hachette Filipacchi hopes to repeat in the UK the success the title has had in France, Italy and Spain. In France, where Psychologies originally launched, it has circulation of more than 350,000 copies per issue.
Dr Szmigin agreed that there was a potential target market of women aged in their 30s to 60s. She said: "I'd certainly take a look and buy a copy.
"It could prove to have successes in certain areas, so people may buy it alongside other magazines such as Vogue. It's something to keep an eye on, and something we'll watch with interest.
"Much will depend on how they adapt for the British Market.
Birmingham is as cosmopolitan a city as anywhere in the UK, but if you got to the Bullring on a Saturday, you would not mistake it for France."