Yahoo! has officially cut the ribbon on its newest channel, Shine, a site dedicated to women’s lifestyle topics.

The new channel is a US import in theme and brand, but will be customized to Canada with original content from Yahoo! Canada staff and contributors, as well as content from Rogers Media partners Chatelaine, Today’s Parent and Flare.

‘We really took a look at how Shine did the US. It has been such a successful property there and we really felt that it was a great opportunity to launch it in Canada for two reasons,’ Paula Presley, director of sales, Yahoo! Canada, tells MiC.

‘For one, our core audience here is women 25 to 54 and we all know that women in this demo are very busy and they are looking for a destination to go to that they can get their relevant info very quickly. Knowing that we already had over 6.5 million women coming to Yahoo! Canada, we really felt that this was something that would benefit our audience and our advertisers. So far, from what we’ve seen, it’s been successful, with over two million unique visitors so far.’

Advertising opportunities on the channel include traditional display, sponsorship and brand integration opportunities. ‘A lot of our advertisers are looking for integrated content,’ Presley says, adding that the site is open to customized opportunities across video, community/social media content, original content and blogs.

Content on the site includes online video series The Thread, featuring US and Canadian news on fashion, beauty, style and trends; Your Beauty; and A Line, a page dedicated to celebrity news and culture.

Yahoo! Canada is promoting the site on its homepage and via its standing OOH at Yonge-Dundas Square in Toronto.