British men thrown a lifeline


A new, highly personalised Web site http://www., designed to help men surprise and delight their women, has just been launched. will be backed by a TV campaign on Channel 5 (through an airtime-for-equity investment deal), and comprehensive consumer PR and viral marketing campaigns, targeting men who want to do something special for the women in their life. is funded by venture capital firm ETCapital (corr), as well as private 'angel investors'. These include Professor George Yip (Professor of Management Studies in Marketing and Strategy, London Business School and a Fellow of the World Economic Forum); Hermann Hauser (founder of Acorn Computers); Ray Anderson (chief executive of; and Adam Twiss (founder of Zeus Technology).

Based in Cambridge, the site is the creation of two brothers Prashant and Sunil Shah. comprises three sections. 'Shop for her' has a range of treats arranged under headings that mirror the users' likely intentions. For example, weekend breaks appear under the heading 'Escape' and a day at the exclusive health spa The Sanctuary is listed under 'Pamper'. Users can browse a wide selection of gifts, ranging from flowers, lingerie and health and beauty treatments, through to rally driving days, gourmet meals and in-office massages.

A second section, 'Focus on her', provides absorbing e-zine-style content offering ideas and thoughts for men in relationships, helping them to attract, stimulate and manage conflict with their woman. For instance, men can discover how to combine food and sex into an evening of 'pleasurable licking', and learn that compliments offered in the correct way can be part of an overall seduction strategy. There is even an area devoted to the analysis of classic love poetry, designed to make a women swoon as an alternative to bar-room chat-up lines.

The service becomes highly personalised within the final section, 'Plan for her'. Here, users input key dates relating to their relationship and the site sends them a reminder - with tailored gift suggestions - 10 days before the occasion. Whether it's a birthday, anniversary or the first kiss, the service covers all the dates that make a relationship special.

The site uses technology from IBM and Cisco Systems and was developed by leading IT solutions company Salmon. More than 20 suppliers have joined the site to date, including Henlow Grange, Leaping Salmon, Stress Busters, Teleflorist and Thomas Cook Holidays.

Co-founder Sunil Shah said: 'The exclusive focus on meeting gift-buying needs within a relationship allows us to provide a highly customised range of products and content, and consumer profiling to enable accurate gift recommendations.'

'We have developed a scalable person-to-person gift infrastructure that will enable us to support a large volume of transactions.'

' benefits from a unique positioning within the fast growing on-line gift market. '

'If you want to show her you care has hundreds of carefully selected gifts and ideas to help keep the woman in your life, in your life.'

For further information please contact:

Nick Ball, Annette Low or Jessica Paton @ Revolver Communications

Tel: 0207 251 5599

Email: or