Yahoo has today launched Shine, a new site which is taking aim at women between 24 and 54.

Yahoo Shine

The site will feature content from Yahoo’s editorial team, as well as syndicated articles from sources like Good Housekeeping, Glamour and Cosmopolitan.

Appropriately, considering the sources, the site has a magazine style look and feel. Yahoo has opted for a nice, clean design for Shine, and the site is less cluttered and ad-heavy than rivals like Glam and iVillage.

Yahoo has also integrated some of its other web services into the site, with a big Yahoo search bar at the top, as well as links to Yahoo Mail, weather, food and horoscopes.

The site is easy to use, and the look and feel of the site, as well as the navigation, is consistent throughout:

Yahoo Shine food

As well as posting comments, Shine’s users can also create their own blogs on the site, and the editors will select some of the best posts for display on the main site.

Shine blogs

So, the site looks good, and is easy to use, but what about the content?

According to Yahoo:

“We wanted to avoid all of the common categories that advertisers or marketers tend to put us in. We didn’t want to be a site just for moms or just for single women or working women…We wanted to create a smart, dynamic place for women to gather, get info and to connect with each other and the world around them.”

According to this blogger though, Yahoo has just produced another stereotypical women’s site:

“Right along the top bar, I’m shown my interests as a woman: Fashion + Beauty, Healthy Living, Entertainment, Parenting, Love + Sex… all it’s missing is a video of a talking Barbie doll saying “Math is hard” to complete the site. Astrology really deserves its own topic?”

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