Aging comes out of the closet with launch of DefineYourself.ca



    The first women's online community dedicated to aging, self exploration
    and discovery

    TORONTO, April 24 /CNW/ - DefineYourself.ca, an interactive online
community launching today, will boldly explore the world of aging with the
help of six Canadian women whose differences lie not only in their approach to
growing older, but also in their lifestyles, attitudes and ages, ranging from
40 to 56 years.
    In discussions about their personal lives, the group will candidly
examine the virtues of aging and their choices for dealing with it, all of
which will be shared with the online community as webisodes. The six bi-weekly
webisodes will embrace everything from family situations and self-image to
cosmetic enhancement and personal finances.

    How do women really feel about aging and beauty?
    ------------------------------------------------
    The journey begins with the initial meeting of the women as they weigh in
on life, kids and relationships. Subsequent encounters will revolve around
personal fears, vulnerabilities and discovering how women have evolved their
particular mindsets on aging. Two cosmetic doctors will be introduced to the
group and will be available as a resource, should the women choose to consult
with them. By the last webisode, if any of the women have chosen to pursue a
non-surgical cosmetic treatment, before-and-after images as well as video
clips of the women sharing their experiences will be featured on the website.
DefineYourself.ca will additionally host interactive features such as polls,
blogs and contests, provide regular e-mail updates on upcoming webisodes and
site features as well as links to a variety of relevant sites and resources.
    "We wanted to create a vehicle for open discussion that doesn't always
take place in real life," says Alan Chan, associate marketing director of
Medicis Aesthetics Canada, the sponsor of the initiative. "We believe people
will be both amazed and intrigued by the candor and content of the online
discussions and want to participate."

    Managing the impact of time
    ---------------------------
    Since discussions about aging never grow old, DefineYourself.ca will be a
magnet for anyone curious about the current zeitgeist as well as those
searching for answers to their own dilemmas.
    The DefineYourself.ca women include a 40-year-old who works in sales and
has two young children, aged five and one-and-a half; a 56-year-old
grandmother who is a real estate agent; a stay-at-home mom, 49, who was once
an institutional trader and now has three children; a 40-year-old grandmother
of two who is a day-care supervisor; a 41-year-old health-care supervisor with
four children, and a 55-year-old former hair model, who has had "some work
done."
    "Women age differently," says Catharine Fennell of SWINGThink, the online
community's creator. "We're not all happy about it and many of us want to do
something about it. DefineYourself.ca is a place where women can hear from and
relate to other women as they share their mindset on aging and explore their
possibilities, because that is what women do."

    Join the community and feel empowered
    -------------------------------------
    In coming to terms with the inevitable process of aging, women today are
committed to looking their best. One of the problems confronting them is that
it's difficult to have a good discussion with like-minded women in their
journey to find the right solutions for themselves.
    "The DefineYourself.ca community is a place women can go to share their
opinions about aging as well as what they may want to do about it," adds Chan.
"It's an open environment where different options will be provided so that
women can openly weigh their decisions."

    About SWINGThink
    ----------------
    SWINGThink is a Toronto-based marketing boutique that works with
businesses to help them understand, reach and build communities of women.
SWING eliminates the guesswork by bringing women into the research and
marketing process early. Visit www.swingthink.com for more information.

    About Medicis
    -------------
    Medicis is the marketer of Restylane(R), a cosmetic dermal filler that
helps diminish facial lines and restore skin volume, resulting in a younger
appearance. Established in the U.S. in 1988, the company is the leading
independent specialty pharmaceutical company focusing primarily on the
treatment of dermatological and podiatric conditions and aesthetics medicine.
More information is available at www.medicis.com or www.restylane.ca.




For further information:

For further information: visuals or to arrange an interview with one of
the DefineYourself.ca women or a SWINGThink or Medicis Aesthetics Canada
spokesperson, please contact Susan Willemsen or Tiffany Shiu at The Siren
Group Inc., Tel: (416) 926-8087, Fax: (416) 926-9712, Email:
susan@thesirengroup.com; Or contact Karla Goldstein at SWINGThink, Tel: (416)
203-3656 xt. 224, Email: karla@swingthink.com

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SWINGTHINK

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MEDICIS

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