SOURCE: LimeLife

January 24, 2006 09:00 ET

CoverGirl and LimeLife Partner to Offer Girls' Night Out Solitaire Mobile Game Fun

Sponsored by CoverGirl, LimeLife Brings the Top-Rated Game Category Among Women to Mobile Phones

MENLO PARK, CA -- (MARKET WIRE) -- January 24, 2006 --LimeLife, Inc., the only mobile software publisher focused exclusively on content for women, in partnership with CoverGirl®, today announced the availability of Girls' Night Out™ Solitaire on Cingular. This new mobile game from LimeLife represents a fresh take on classic Solitaire, specifically designed to appeal to women with Solitaire's familiar game mechanics embellished with personalization features, up-to-date artwork and a "virtual girlfriends" social twist.

Banter from "virtual girlfriend" characters encourages players to connect with real-life friends and Truth-or-Dare elements turn the concept of solitary play on its head. Just like real-life friends, the "virtual girlfriends" offer encouragement and light-hearted jabs appropriate to the gameplay. Players can even name the snarky and stylish characters and can customize card suits.

With easy-to-use features such as automatic play, multiple shuffles and undos, Girls' Night Out Solitaire lets players move quickly through four configurations of Solitaire games, including Klondike, Freecell and Concentration formats -- Match Up and Pecking Order.

Recognizing the increasing importance of entertaining mobile experiences for women and girls, CoverGirl is moving into the wireless space in a first-of-its-kind mobile marketing campaign that will introduce CoverGirl customers to mobile games while building the strength of the CoverGirl brand.

"Girls' Night Out Solitaire, sponsored by CoverGirl, is a terrific game and great opportunity for CoverGirl to meet its consumers where they live and play," said Gina Drosos, Vice President and General Manager Procter & Gamble Beauty. "As the experts in mobile content for women, LimeLife is the natural mobile partner for CoverGirl."

Through its proprietary research among female mobile phone users, ages 18-49, LimeLife confirmed that 59% of mobile casual female gamers are interested in Solitaire-style gameplay.

"Solitaire is the top-rated category of gameplay interest among women," said Kristin McDonnell, CEO, LimeLife. "Due to our comprehensive research, which has given us insights about what women seek in a mobile gaming experience, LimeLife is uniquely able to design a Solitaire game which is relevant, more fun and adds social and customization features that are specifically appealing to female game players. With the additional sponsorship of CoverGirl, one of the world's best known and trusted brands, Girls' Night Out Solitaire promises to deliver one of the best mobile card gaming experiences ever offered."

Girls' Night Out Solitaire is available from Cingular for a one-time download charge of $5.99. As a special promotion, CoverGirl will offer customers $1 off the download price, $2 off with the purchase of LashExact mascara. This offer will be promoted throughout www.covergirl.com and in an email campaign. Users should check with their carrier for handset compatibility.

About LimeLife, Inc.

LimeLife Inc., based in Menlo Park, California, is the only publisher of wireless content and applications exclusively focused on the women's market. LimeLife's products are based on unique insights about what women seek in mobile entertainment experiences derived from the company's proprietary research conducted with women ages 15+. LimeLife's products include wireless games, lifestyle applications and other branded content. LimeLife distributes its mobile applications through the company's partnerships with multiple wireless carriers, including Cingular, Sprint and Verizon. For more information about LimeLife's product portfolio, visit www.LimeLife.com.

About Procter & Gamble

Two billion times a day, P&G brands touch the lives of people around the world. P&G's beauty business had approximately $8 billion in global sales in fiscal year 2002/03, making it one of the world's largest beauty companies. The beauty business sells more than 50 different brands in over 130 countries worldwide. Its beauty brands include Pantene®, Olay®, SK-II®, Max Factor®, CoverGirl®, Joy®, Hugo Boss®, Herbal Essences® and Clairol Nice 'n Easy ®. The P&G community consists of nearly 98,000 employees working in almost 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands. Visit www.covergirl.com for more information on CoverGirl.

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