National is trying to promote its women because it is facing a woman prime minister. In a country with a woman Head of State, woman chief justice, woman ceo of the largest company…it’s unbelievable the main opposition party does not women on its front bench.

Of the women in these pics - Collins, Dean and Blue - only Collins has any seniority or credibility. The two most senior women were fired by the party leader, an elderly banker whose main platform is to return to policies that had their heyday in the 80s, and bashes race, welfare and crime. Can we deduce why they might not be cool? It’s not cool because it is hackneyed.

As a strategy this also misses the question of why the magazines would put these women on the cover. They have to do something to engage interest first.

Good pr advice would tell them their pr problem is a substance problem. When they stand for something interesting and engaging - and they look like their own country - they will be cooler.

Having said that, the party is neck and neck with the government in the polls. Being ‘cool’ might not be the main strategic issue for them.