Australian lifestyle brand Rescu will launch AGELESS, a multichannel media concept centred around an e-magazine.
AGELESS by Rescu aims to be the first direct-to-consumer multimedia platform of its kind covering the world of cosmetic enhancement, rejuvenation and modern beauty. The media concept will include an e-magazine, podcast series, YouTube channel, online information site, directory, marketplace and virtual reality application.
Building on the success of its sister platform Rescu – founded in 2005 by prominent beauty industry figure Bahar Etminan – AGELESS by Rescu will serve as a portal that connects consumers with a suite of solutions and experts for their aesthetic concerns across skincare, injectables, the science of bio-hacking, epigenetics and rejuvenation, surgery and everything in between.
AGELESS by Rescu will also acknowledge the increased interest in aesthetics of Australian men, who will find a digital hub for information and referrals both functional, discreet and invaluable.
Announcing the launch, Etminan said “I started Rescu in 2005 as part of my Cosmetic Distribution company, to connect educated, sophisticated Australian women with what really works in beauty and lifestyle. AGELESS by Rescu is an important brand extension of our media offering to all empowered Australians who seek authoritative, trusted insight and advice when it comes to their aesthetic choices.”
“More importantly, in an industry plagued by somewhat exploitive and confusing messages, the AGELESS by Rescu portal will serve as an educational hub allowing consumers direct access to best practice experts and cutting edge innovations in this space in Australia and globally. Currently, this media format does not exist in our market for consumers. AGELESS by Rescu answers this need.”
AGELESS by Rescu will feature a mixture of industry expert contributors and journalistic voices, including practitioner and former Vogue Australia cosmetic enhancement editor, Ricky Allen BHSc. BSc. DipPA. DipHM, and well-known lifestyle journalist Rachel Sharp BScMed. MA. (formerly InStyle, Harper’s Bazaar, Grazia and Women’s Fitness) who has a degree in medical science and Masters in writing for media, making her uniquely qualified as a contributing editor.
Allen said: “I am pleased to be a specialist consultant to AGELESS by Rescu. I have worked with Bahar as a publishing colleague for more than a decade and deeply respect her approach to publishing women’s lifestyle content.”
AGELESS by Rescu will launch its podcast series, Youtube channel and social platforms by July 2021, and e-magazine in August 2021. Stage 2 launches – including the online portal, directory and virtual reality app – will launch throughout 2022.