Independent Digital Media launches ‘anti-ageing’ beauty website

Online publisher, Independent Digital Media, has launched a beauty website aimed at older consumers to be led by former New Idea editor Jenni Gilbert.  

Jenni Gilbert, Mumbrella

Jenni Gilbert

The new site Younger You follows on from the launch of wedding website The Knot at the end of last year and the yougner skewed beauty site Primped in 2008.

IDM publisher Marina Go and former editor of magazines including Dolly, Elle and Australian Good Taste, said: “For many women, and also increasingly men, there comes a point where makeup alone is no longer enough.

“It’s then that they start searching for information to help them decide which product to buy or which procedure might be best for them. Currently there isn’t a media brand devoted to this increasingly dynamic area of interest.”

Go is also a former publisher of titles including Home Beautiful, Girlfriend and New Woman.

Younger You is aiming to attract over 30,000 unique browsers each month in its first year.

Content includes news, expert advice, video content and searchable directories of surgical and non-surgical treatments, products, surgeons and clinical practitioners.

Gilbert said: “The anti-ageing and wellness industries are booming, with incredible new treatments and products being launched on a regular basis, Australian consumers are hungry for knowledge about them.”


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