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Walking the line between lip gloss and life

Walking the line between lip gloss and life

You’ve seen it all – underweight celebs dished up as role models, fix-all diet advice and $400 designer jeans – and while a little bit of light voyeurism provides entertainment, 24/7Girl has taken the pulse of teenage girls and realized they want something more!

Youth media, both online and traditional, tend to overlook issues facing teenage girls today. Launching this week, 24/7 Girl is a fresh and exciting new website looking to tackle issues such as body image and self esteem in an environment which is relevant to teenage girls. 24/7 Girl will deal with everything from straightening irons and skinny jeans to homework and eating disorders in one cool interactive place.

The site is the brainchild of Jane Gwynne, a former advertising creative director and mother of teenage girls, who recognized a void in the market for a vehicle that dealt with the issues teenage girls face in ways that are exciting and interactive.

“24/7 Girl is raising the editorial bar by speaking to teenage girls intelligently and encouraging them to be individuals. 24/7 Girl deals with stuff that’s of real use and value to their lives –, understanding their emotions, dealing with friendships and – with the help of Nikki Hart - laying down the basics about food and physical activity,” says Gwynne.

“Online is the most obvious place to talk to teenagers both editorially and for advertisers,” says Gwynne.

“Millions of teenage girls around the world are connected via MSN, MySpace, Hi5 and other instant messaging networks. In the teenage space, online makes traditional media look like a dinosaur. This generation expects their media to be interactive, instant and dynamic. They’re incredibly cynical of advertising se we’ll be providing new ways for advertisers to reach and engage them.”

Heading up the young editorial team is Toyah Attwell who says she has drawn from her own personal experiences as a teenager to make the site down to earth and relevant to its user base.

“There are a lot of things I would’ve liked to have known about as a teenager but was too scared to ask, or didn’t even know I should be asking! At 24/7 Girl we’re going to include those meatier, issues, and also cover the things that girls can’t live without - like fashion and beauty!” says Atwell,

“Your teenage years are tough, kids can be mean! We’re not trying to change the world we’re just trying to make teenage life easier, I sure know I could have done with some help!”

Contributors to 24/7 Girl include Nikki Hart (online body coach) and Lani Purkis (Elemeno P). Plus there are plenty of well known supporters including Jane Yee (C4), Amanda Betts (Red 11 Models & Talent) and Lucy Marr (hair and beauty trailblazer).

24/7 Girl – It’s what a girl wants!


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