French women use colouring books to help relieve stress and anxiety
Publishers market the books as having "therapeutic" qualities
Usually associated with play-schools and toy boxes, colouring books have a found a new fan-base in France, where women have taken up colouring to help ease their stress and anxiety.
The trend is thanks to a clever marketing ploy used by publishers, which means more of the books are bought in France – mainly by women - than in any other nation in the world, the Telegraph reported.
By advertising the books as “therapeutic” and “anti-stress”, and swapping child-friendly scenes for more mature topics such as “medieval art” or “extraordinary gardens”, publishers have harnessed a niche market.
Now, colouring books sell faster than cookery books in France, according to trade publication Livres Hebdo.
One example of the success of clever marketing comes in the English title Secret Garden - An Inky Treasure Hunt and Colouring Book by Johanna Basford. French publisher Marabout added “anti-stress” to the title, and the book sold many more copies than it did in Britain, the newspaper reported.
“We did a test run in 2012 when we launched 100 Coloriages Anti-Stress, which we had bought from a British publisher that sold it as Colouring for Grown-ups,” Anne Le Meur, who runs the colouring book section of publisher Hachette, told the newspaper.
“It was an instant success, love at first sight!”
35-year-old Cynthia Riviere from the souther city of Arles runs a Facebook group for colouring book fans. She told the newspaper she colours for an hour a day, and finds the activity alleviates her headaches, and moves her “into a deep calm”.
Sales of the tablet are set to fall again, say analysts
Met Police confirm there was a 'minor disturbance' and that no-one was arrested
George Lucas criticises the major Hollywood film studios
Does Chris Grayling realise what a vague concept he is dealing with?
Trend which requires crisps, a fork and a strong stomach is sweeping Mexico's streets
Parties threaten resort's image as a family destination
I Am Bread could actually be a challenging and nuanced title
Life & Style blogs
- 1 Indian footballer Peter Biaksangzuala dies after injuring spine doing somersault celebration
- 2 Jack the Ripper: Scientist who claims to have identified notorious killer has 'made serious DNA error'
- 3 Banksy arrest hoax: Internet duped by fake report claiming that the street artist's identity has been revealed
- 4 Drink alcohol and eat meat to improve male fertility - but cut down on coffee, studies suggest
- 5 Brian Harvey turns up at Downing Street and 'demands to speak to Prime Minister'
£80 - £140 per day: Randstad Education Leeds: Year 5 Teacher KS2 teaching job...
£35000 - £45000 Per Annum Pensions Scheme After 6 Months: Clearwater People So...
£35000 - £37000 per annum + Benefits: Ashdown Group: Systems Analyst / Busines...
£30000 - £35000 per annum + Benefits: Ampersand Consulting LLP: Senior Change ...