Aging Comes Out of the Closet with Launch of DefineYourself.ca

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The first women's online community dedicated to aging, self exploration and discovery -- DefineYourself.ca, an interactive online community launching April 2nd and lasting for ten weeks -- 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.

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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

DefineYourself.ca, an interactive online community launched April 24 and lasting for ten weeks, 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 http://www.swingthink.com for more information.

About Medicis
Medicis is the marketer of Restylane®, 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 http://www.medicis.com or http://www.restylane.ca.

For more 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 Rebecca Kennedy at The Siren Group Inc. Tel: 416-924-8087. Fax: 416-926-9712. Email: info(at)thesirengroup.com. Or contact Aine Magennis at SWINGThink. Tel: 416-203-3656 xt. 224.

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Karla Goldstein
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