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Women's Opinions on Aging Striking a Chord with Canadians - Online Community Explores Reality, Options and Choices for Aging through Narrative We

(PRWEB) May 16, 2007 -- Within the first two weeks of its launch, 30,000 Canadian women have visited www.DefineYourself.ca">www.DefineYourself.ca to join the new online community for women dedicated to aging, self-exploration and discovery. Today, the community introduces the fourth webisode in the first series of narrative stories told by six Canadian women aged 40 to 56 years, leading viewers through their personal -- and often candid -- journey of self discovery and aging. Each with a different perspective reflective of their lifestyles, attitudes and ages, the women portray an accurate picture of the voice of Canada as they grapple with the myriad of implications of self-image and aging.

"Women are embracing the concept of DefineYourself.ca and joining the community to share their vulnerabilities and attitudes on what is a very relevant and real topic," says Alan Chan, associate marketing director of Medicis Aesthetics Canada, the sponsor of the initiative. "We have tapped into the zeitgeist by encouraging dialogue of a historically taboo subject and seek to facilitate these very important discussions."

Deliberation, conflict, research, options

This week's webisode focuses on the outcome of the women's research and self-examination, and brings the women together for the first time in a roundtable conversation to share their experiences in their journey, to-date. Ultimately, the roundtable will determine what each woman's next step will be.

Join the conversation and weigh in on the debate

In the first online poll on the site, when asked how the community feels about the aging process, 42 per cent answered that they are "glad to have options." Twenty-six per cent believe they "wear their wrinkles well" and 23 per cent are in favour of enhancements. The poll launching this week was developed based on feedback coming from the community and prior research conducted with women in this audience. This week's poll asks women about the need to "keep up" and who, if anyone, they keep up their appearance for.

"We have witnessed an emotional outpouring of personal commentary from the community on aging, beauty influences, myths and motivations surrounding aging, and we look forward to the next chapter of discussion," comments Catharine Fennell of SWINGThink, the online community's creator. "Canadian women finally have a forum where they can openly weigh their decisions and choices about coping with the aging process."

What's happening this week at DefineYourself.ca

• Tuesday May 15th: Launch of "Decisions, Decisions" - Webisode 4 in the series of six
• Wednesday May 16th: Launch of new poll: Do we need to keep up and for whom?
• Thursday May 17th: "A Few Good Women" contest launch. Women are invited to submit their story for the opportunity to be a future "Define Yourself" woman
• Friday May 18th: Registration for a live online chat with the DefineYourself.ca women. Meet the group online and discuss their experiences throughout the series and the impact it has had to-date. Bios and videos of the women may be seen at http://www.defineyourself.ca/cast/php.

Next steps: meet the doctors and follow the consultation

Should the women choose to explore cosmetic enhancement options in the roundtable, they will be introduced to two top cosmetic physicians for personal consultations.

The fifth webisode will look at the consultation process in the doctor's office, and possibly the treatment experiences of the women. By the sixth webisode airing in early June, the group will reconvene in another roundtable to share the impact of their experiences with the others. By signing up online to join, the community will be advised of each new webisode and community feature through the ongoing e-mail updates.

"It is exciting to witness a coming-to-terms with the topic of aging within the online medium," adds Chan. "DefineYourself.ca has clearly become a valuable resource for women, and the community is growing robust. We see it building and continuing for years to come."

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">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 [www.medicis.com or www.restylane.ca">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 Tiffany Shiu at The Siren Group Inc. Tel: 416-926-8087. Fax: 416-926-9712.
Or contact Karla Goldstein at SWINGThink. Tel: 416-203-3656 xt. 224.

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