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Demand Media and Tyra Launch typeF.com, a New Online Fashion & Beauty Revolution

typeF.com brings a fresh new voice to fashion and beauty. Through interactive applications, informative content and advice from industry experts, typeF.com translates the latest fashion and beauty trends and tailors them for every woman's unique traits. typeF.com delivers the personalized content that women crave and empowers them to find a distinctive style all their own.

"Beauty is not one size, one shade or one style," said Tyra, Chairwoman and CEO of Bankable. "typeF.com celebrates every woman's individuality; that's what sets it apart. It provides interactive fashion and beauty solutions that are tailored to individual body, skin, eyes and hair so every woman can feel fierce in her own skin."

"Demand Media has the unique ability to listen and understand consumer needs and respond by creating compelling solutions and experiences that answer questions, solve problems, and improve people's lives," said Lisa Kraynak, senior vice president and general manger of typeF.com. "Our partnership with Tyra has paired our passion for creating content to meet consumers' needs with Tyra's passion for expanding the definition of beauty. In developing typeF.com we found that 75% of the women we surveyed online said that current fashion and beauty media do not offer tailored recommendations for them. We believe that typeF.com will fill that void, offering customized style advice that empowers women to find inspiration and solutions for their fashion and beauty needs."

typeF.com will launch with an original video web series, "Fa Fa Fa Fashion," starring Tyra and her "go-to" guru, the Contributing Editor of Vogue, Andre Leon Tally. This innovative web series will feature Tyra sharing all of her expertise, knowledge, and fashion secrets with the world and will initially focus on seven "Fashion Fixtures," the trench coat, jumpsuits, the itsy-bitsy teenie-weenie bikini, skinny jeans, the little black dress, shapewear and the stiletto. Following a visually inspired and playful set up of each fashion fixture, Tyra and Andre share personal stories and tricks of the trade to help the viewer better understand each item and rock them to fit their unique style.

Key site features include:

Personal Profile Pages

• Customized profiles based on individual body, hair and skin traits. Articles, videos, images, as well as tips and tricks from the experts, are specifically tailored to meet women's individual needs
• Track favorite products, daily looks, celebrity images, articles and videos on their "Things I 'heart'" page by tagging them with the "Love It" button

Beauty School

• Learn techniques on popular beauty subjects specifically tailored for individual body features
• Courses included interactive videos, step-by-step instructions, tips and tricks, product recommendations, celebrity images and photos of community members who have completed the course

The Daily Look

• Upload photos to share personal style with other members
• Check out daily looks of members in similar age ranges and by geographic locations
• Get the look by shopping from a selection of recommended products in the "Shop this Look" column

Tyra fans everywhere will be able to keep up with all things Tyra through the "Tyra" tab on typeF.com. Fans will be able to find everything they know and love about tyra.com, from "America's Next Top Model" and Modelland to Tyra Mail and Tyra's blog.

Check out www.typeF.com, watch us on YouTube.com/typeF, fan us on Facebook.com/typeF and follow @typeF on Twitter.

About Bankable

Bankable was established in 2003 by cultural icon and entrepreneur, Chairwoman & CEO Tyra Banks. Headquartered in New York City with production offices in Los Angeles, Bankable's operating units include Bankable Digital, Bankable Productions, and Bankable Books. Banks also founded the TZONE Foundation that empowers and seeks to raise the self-esteem of young women across the U.S.

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a leading content and social media company. Through its owned and operated web properties reaching more than 100 million monthly visitors, global network of digital partners, and innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, Chicago, IL, New York, NY and London, UK. For more information about Demand Media visit: www.demandmedia.com.

Demand Media and typeF.com are trademarks or registered trademarks of Demand Media, Inc. in the United States and/or other countries. All other trademarks may be trademarks of their respective owners.

(c) 2011 Demand Media, Inc. All rights reserved.

Demand Media
Robyn Kures
310.656.6336
Robyn.Kures@demandmedia.com
or
Coburn Communication
Ashley Cyburt
212.730.4825
Ashley.Cyburt@coburnww.com