In Style and LimeLife Partner to Launch In Style Mobile | Mobile Marketing Association
February 23, 2007





IN STYLE
AND LIMELIFE PARTNER TO LAUNCH IN STYLE MOBILE

(New York, NY) -- February 20, 2007—In Style, the celebrity, lifestyle and fashion brand, and LimeLife, the leading publisher of mobile content for women, today announce the launch of In Style Mobile. Now style-savvy women can get the latest fashion trends, beauty tips and celebrity style inspirations through daily photos from the leading style authority wherever they are, via their mobile phone. In Style <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile delivers an innovative, multimedia extension of the In Style brand directly to the cell phone, making it the ideal shopping companion for women on the go.  The mobile application was created specifically for In Style by LimeLife Inc., the only publisher of wireless content focused exclusively on the women’s market.

In Style Mobile is integrated with In Style magazine and InStyle.com, which attract over 9 million readers and 1.7 million unique visitors every month respectively. Recognizing that women are heavy consumers of new digital media and early adopters of mobile content, In Style Mobile extends the In Style brand to a new platform with daily content updates, celebrity style news and fashion photos. 

In Style has always been about
inspiring women and making them more confident in creating their own personal style,” says Charla Lawhon, Managing Editor, In Style.  With In Style Mobile, we can offer women our trusted brand of style authority in a way that is unique to women’s busy lives.”  From a marketing perspective, “We’re creating a platform that engages and connects with this modern In Style woman, wherever she is,” says Amy Keohane, Vice President, Brand Development, In Style.

“The In Style brand has instant recognition as the go-to source for fashion trends and style inspirations. This mobile application caters to the ‘on-the go’ lifestyle of these fashion-conscious women,” says Kristin McDonnell, CEO, LimeLife, Inc. “With the one accessory that is always with you, the cell phone becomes an in-depth personal style book and convenient shopping assistant.” 

In Style Mobile includes: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

o         Daily photos of Hollywood’s most fashionable stars

o         Fashion Trends and News

o         Shopping Finds

o         Celebrity Party Pictures


The innovative “Save-Share-Send” feature of In Style Mobile lets subscribers:

o         Save their favorite fashion looks and shopping finds to a personal “style file” for easy reference while shopping

o         Share and comment on “must have” products with their friends

o         Send product finds and photos seamlessly from InStyle.com to their cell phones, creating an “always with you” shopping wish list


In Style Mobile is now available live on select Sprint (NYSE:S) phones for a $3.99 monthly subscription* and will soon be available on all major U.S. carriers. Standard text messaging and data rates apply.

For more information go to www.instyle.com/mobile. 

About In Style
In Style, a celebrity, lifestyle and fashion brand, was launched in June 1994 by Time Inc. and has emerged as one of the most successful magazine brands on newsstands today.  In Style takes a uniquely fun and inviting attitude towards style in all its forms which include special issues, international editions, television programming, books, and InStyle.com with more than 1.7 million unique users per month. In all of its incarnations, In Style presents a vibrant, exciting visual feast of fashion, beauty and lifestyle that bridges the gap between fantasy and reality.  The magazine inspires readers to express their individual style and shows the personal side of celebrity.

About Time Inc.
Time Inc., a Time Warner company, is one of the largest content companies in the world.  With approximately 150 magazines, it is the largest magazine publisher in the U.S. and U.K.  Each month, one of out every two American adults reads a Time Inc. magazine, and one out of every 10 visits a company website (more than 19 million unique visitors). Time Inc.’s popular brands and successful franchises extend to online, television, cable VOD, satellite radio, mobile devices, events and branded products.

About LimeLife, Inc.
LimeLife Inc., based in Menlo Park, California,
is the only publisher of wireless content exclusively focused on the women's market. The company's products are forging innovations in the mobile industry based on unique insights about what women seek in mobile entertainment. Products include lifestyle tools, wireless games, fashion wallpapers and original daily text messages. LimeLife distributes its mobile applications through the company's relationships with more than a dozen wireless carriers, including Cingular, Sprint, T-Mobile, and Verizon Wireless as well as from the company’s web site at www.LimeLife.com.

Contacts:
Kathy Retamozo for In Style
(212) 522-7579
[email protected]

Candice Yusim for LimeLife
(323) 935-3483
[email protected]