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The Sugar network features three sites: the goss-filled celebrity and entertainment site PopSugar (www.popsugar.com.au), the instant-savvy fashion site FabSugar (www.fabsugar.com.au) and the glamour-packed beauty site BellaSugar (www.bellasugar.com.au).

Delivery of high-performance content is Sugar’s focus with a target demographic of passionate, trendsetting 18-34 year olds.

Former HollywoodLife.com managing editor Shelley Seddon edits PopSugar, ex-Cleo fashion editor Marisa Fontana edits FabSugar and Sarah Macrae, former editor for beautyheaven.com.au, edits BellaSugar.

Allure Media managing director Chris Janz said: "With formidable backgrounds in beauty, fashion and entertainment journalism, these three will charm Sugar audiences with their wit and curiosity in their areas of expertise. It’s this intersection of celebrity with fashion and beauty that young women are interested in.

“The sites look amazing and are jam-packed with on- and off-duty celeb snaps, fashion and beauty treasures. Plus we’ve launched from a great position with 300,000 Australian women already addicted to Sugar who will be redirected to the local sites. Our publishing philosophy is fast and fresh, so for women in search of a sure thing, the Sugar network is it.”

Sugar Inc, www.sugarinc.com , a network with 14 online sites dedicated to women’s lifestyle and a massive 10 million unique visitors a month, is based in San Francisco with a second operation in the UK.

The hugely successful online media brand selected Allure Media as its first international partner to bring these highly popular Sugar Inc sites to a market outside the US.

Australia is just the third market for Sugar Inc, which is backed by renowned Silicon Valley venture capital group Sequoia.

Allure Media will be launching more Sugar sites progressively.

For more information, please contact:

Andrea Kerekes                                            
Access PR                                                          
T: 02 9279 4011                                           
E: andrea@accesspr.com.au

Sylvia Geaitani
Access PR
T: 02 9279 4033
E: sylvia@accesspr.com.au

About Allure Media

Backed by technology investment company Netus, Sydney-based Allure Media is the country’s fastest growing and most dynamic online publisher. Allure Media’s year-on-year page growth of 215% far outstrips other publishers and its strong focus on audience engagement sees its network hold the number one place of all Australian publishers for page duration*. In fact Australians spend more time on its technology portfolio, that includes www.gizmodo.com.au, www.lifehacker.com.au and www.kotaku.com.au, than any other technology network. Allure Media is the first international partner with global women’s online network phenomenon Sugar Inc. There are 14 Sugar sites reaching 10 million unique visitors a month. Allure Media has launched three Sugar sites as part of a network in Australia with more to roll out progressively.

*Nielsen Market Intelligence August 2009