Coco de Mer targets ’50 is the new 40′ group

Posted: June 8, 2011

Erotic boutique Coco de Mer is among debut commercial partners for the launch of high50, billed as a ‘sexy online alternative to Saga’. As the site puts it: “high50 is for people who have come through the last half-century in pretty good shape and are looking forward to the next. Join us.”

Conceived by ad agency Beta, the high50 online publication is targeted at people, “who believe life begins at 50.” Former Sunday Times style editor and author Tim Willis edits high50.

With content including editorial, special offers and celebrity contributions, the founders say the publication was set up because “it’s high time there was a sexy, cool, interesting and relevant alternative” to the long-established Saga magazine. The ‘grey market’ has proven resilient to the financial downturn and is expected to grow along with life expectancies.

Registered users of the high50 site will gain access to exclusive promotions and discounts with the site’s commercial partners. On launch these included The AA, Champneys spa resorts, luxury travel operator Kuoni and purveyors of all things saucy, Coco de Mer.