"Between Us": SofTouch(TM) Launches Intimate Blog for Women.

BLOOMFIELD, Conn. -- For women, the changes and challenges of life "beyond 40" are many. Everything is different - bodies, emotions, attitudes, jobs, even relationships -- and sometimes questions come up that are awkward to talk about face-to-face. The makers of a very intimate product - SofTouch[TM] personal lubricant - have launched a new blog to help women who are feeling the effects of these changes find honest answers in an anonymous and comfortable way.

Called Between Us, (www.softouchintimacy.com/betweenus.), the blog focuses on information, ideas, problems and solutions, touching on the most personal of issues. Visitors are also encouraged to comment and share their own experiences and thoughts. Between Us is sponsored by SofTouch personal lubricant, a new product from Amerifit Nutrition, Inc., a leader in women's health and wellness products.

"Research shows that the internet is often the first place women go to seek health information and education about personal issues," said Steve Swenson, Director of Marketing for Amerifit. "It's a fantastic tool for discussing particularly sensitive topics that women are less likely to talk about face-to-face with their doctors or even their friends. Between Us offers accurate information with anonymity. Our goal is to give women a reliable source for information about intimate, personal issues, and a place where they can ask questions they find difficult to raise."

Swenson added that there is no promotion of SofTouch on the blog itself, other than a link to the product's website. He said, "We've been asked, 'So, why a blog?' It's simple: We want women to know SofTouch is a product brought to them by people who understand and care about the unique challenges faced by women over 40. The blog is about offering women an online destination where they can find reliable information and a supportive friend ."

The blog launched September 25, and initial posts cover dating after 40, finding a doctor, coping with menopause symptoms, changes in sexuality, retirement, going gray, aphrodisiacs and sleepwear that fights night sweats. Postings alternate between referrals to good sources of information on the Web to original articles and interviews with experts on women's health and intimacy.

The Between Us blogger is Connecticut writer Melanie McMillan, a former style editor of The Litchfield County Times who, as she says, "broke the 40 barrier a while back. I'm my own target audience."

About SofTouch[TM] and Amerifit Nutrition, Inc.

SofTouch[TM] is a lubricant that feels just like a woman's own natural moisture. Made with natural moisturizers like aloe, plus vitamin E, SofTouch's lightweight, silky smooth formula relieves vaginal dryness and provides long-lasting comfort, relief and enhanced pleasure. SofTouch will be available online at www.softouchintimacy.com, and in all Rite Aid and select Publix stores.

Amerifit Nutrition, Inc. is a leading health and wellness company with a variety of branded, natural products designed to meet consumers' specific needs. In addition to the SofTouch brand, Amerifit's diverse product portfolio includes Estroven, the #1 pharmacist recommended herbal supplement for menopause; AZO, the #1 brand in urinary pain relief; Culturelle, America's leading probiotic supplement brand; Vitaball[R] Vitamin Gumballs; Flex Able[R] glucosamine joint care supplements; and Sootherbs(TM) Zinc, Echinacea & Vitamin C lozenges. Dedication to proven science, innovative formulas, product quality, and customer satisfaction form the foundation of Amerifit's culture. As a team, Amerifit is committed to providing consumers with the best supplement products and service in the industry. For more information, visit www.amerifit.com.