Leading search engine and content provider Yahoo wants to give women their place to shine, with the launch of its new web site. Yahoo Shine is for what the firm states is an ‘underrepresented demographic’.

It will also provide advertisers a single ‘lifestyles destination’ to access the 40 million women in the age group of 25 - 54 who form the customer base of Yahoo.

This site will have articles on food, fashion, beauty, astrology and health. It will comprise of parenting sections and interesting stories from publishers, such as Hearst, TIME, Rodale and Conde Nast. It’ll also carry insightful sections on money, home and work. According to Scott Moore, the senior VP & head of Yahoo Media, the site will ensure that the women members, who begin their day with Yahoo daily, are provided an enriching Web experience. He added: “Yahoo Shine adds a vital piece to our media portfolio that already includes News, Finance, Sports and Entertainment sites.”

Yahoo stated the new site will have “personality,” “attitude,” and humor, and will provide advice as well as secret tips just like “a friend.” VP of content & business development for Hearst Magazines Digital Media, Christopher Johnson, stated Yahoo is ‘pioneering a unique way of presenting content online.’