Celeb hair stylist launches Donato

The salon-distributed, initially biannual magazine is a first for Canada and a rarity elsewhere.

Toronto-based John Donato, renowned hair stylist to such stars as Jerry Hall and Molly Sims, has launched a glossy, 124-page beauty and lifestyle magazine titled (what else) Donato.

Donato says the concept – a first for Canada and a rarity elsewhere – arose when the thought occurred that ‘Every month, I have between 6,000 and 8,000 people through my salons. Why not give them my own magazine to read while they’re in the chair?’

When Donato teamed with Toronto’s Rodenkirchen Communication to make the concept a reality, he says, ‘A lot of advertisers, such as L’Oréal, Diesel, Godiva Liqueurs and BMW, saw the potential and have supported the magazine whole-heartedly.’

Some 120,000 copies of the first (spring) issue of Donato rolled out this week, with a mixture of stories editor Sheila Stanley tells MiC will typify future editions: ‘beauty, fashion and lifestyle.’ The magazine is being inserted in the Globe and Mail and Mississauga News, and at two Donato Salon + Spa locations in the GTA. A fall issue and possibly a holiday issue are planned, at which time Stanley says the number of copies printed may increase.

The magazine is being promoted on Donato’s website and with posters in his salons.

A savvy entrepreneur, the hair stylist has his own line of cosmetics, a booming hair product distribution business and the Canadian rights to Jessica Simpson hair extensions and Raquel Welch wigs, plus a school for hair stylists skedded to open soon.