Back in April, we confirmed that AOL (NYSE: TWX) was working on an edgy lifestyle site for young women, a counterpoint to its successful Asylum for young men. Now we can report that the site — Lemondrop.com — is emerging from stealth status tonight.
Aimed at women 18-34, the site — tagline “sweet.tasty.tart” — promises an “informed, irreverent look at lifestyle topics.” The top stories when I last checked: “Are Men More in Touch with Their Feelings than Women?” and “Netiquette: Handling a Facebook Request from an Office Random.” “Hot Features” include Rant, Orgasm of the Week, Dude Dictionary, Life Spy, Oh Please and Guy Candy. As is the case with Asylum, which already has expanded to the UK, India, Italy and Australia with France and more on the way, AOL EVP Bill Wilson told me plans call for international rollout of Lemondrop in the first quarter of 2009.
Lemondrop’s launch is accompanied by a revamped version of PopEater.com, switching from a focus on music to pop culture; it’s now the center of AOL’s entertainment news.