The Kit, a new digital magazine that will look and flip like the real printed deal, is going to be all about the looks.

‘Women’s service, lifestyle or fashion magazines do not dedicate much more than 15 to 25% of their editorial content on beauty. The Kit is 100% beauty. Women want helpful information,’ says Giorgina Bigioni, publisher of The Kit and former VP group publisher at St. Joseph Media, who has previously worked on titles like Wish and Fashion.

Launching on Sept. 15 and charging $50 CPM, the magazine is staffed by another former Fashion head – Ceri Marsh, who was the magazine’s editor until earlier this week when she announced she would not be returning after her maternity leave. Other contributors to The Kit include former editors of Canadian Living, Chatelaine and Sweetspot.ca, and their expertise is what Bigioni says will help the magazine stand out from other beauty websites.

The Kit‘s target demo is women between the ages of 20 to 60 ‘who care about how they look and feel,’ says Bigioni.

While The Kit looks like a printed magazine, being online means that cover lines can directly link to the features mentioned and stories can link to additional style tips or information on where to buy products. The Kit is slated for two issues in 2010 and five in 2011.

‘We are investing in promotion and awareness building,’ says Bigioni, who is based in Toronto. Promotions, which will lauch for later this summer, will include PR and online and search engine advertising.