ruby roars into February with Cougar Life rebrand

Ashley Madison parent pays tribute to new, modern-day Cougars with a sweeping brand makeover of

ruby, the open-minded relationship company that owns boundary-pushing, is continuing to reimagine its portfolio of brands.

Starting today, ruby is debuting its fresh, new take on Cougar dating, with a total rebrand of, where experienced women meet younger men.

“Cougar Life strives to be the premiere online dating destination for confident, optimistic women who are looking to spark connections with younger men,” says ruby CEO Rob Segal, adding that Cougar Life has attracted close to 7 million members worldwide since its launch.

Cougar Life Encourages Women to Go After What They Want

The extensive rebrand, which was created by ruby’s in-house creative team features a lively new website, logo, digital advertising and a sexy new TV campaign, set to a bright, techno-pop soundtrack by LA artist Michele Wylen.

“Cougar Life encourages women to make themselves their number one priority, let loose and go after the life they want with no regrets or judgment,” explains ruby Creative Director Justine Galea. “Michele’s track is likeable, fun, unexpected and has all the attitude and sophistication we were looking for. It’s the perfect backdrop for a night out with the girls and the lyrics are about a woman who unapologetically goes against the grain to be true to her desires,” says Galea.

CL-Top10-infographic-NA-3Top Ten Cougar Dating Cities in North America

Perhaps it’s no surprise that New York City reigns as North America’s top Cougar dating city on Cougar Life – with an average Cougar couple age span of seven years. The average age of New York-based Cougar Life Cubs (male members) is 29 and the average Cougars (female members) is 36 years old.

Toronto, Canada boasts the second most Cougars on the site, with an average nine-year span between Cubs and Cougars – and Houston, Texas is the third most active Cougar Life dating city. Rounding out the top 10 are: #4 LA, #5 Chicago, #6 Dallas, #7 Atlanta, #8 Las Vegas, #9 San Francisco and #10 Phoenix.

“The repositioning of Cougar Life is an important milestone in the overall transformation of ruby into a multi-faceted innovator that truly reflects many kinds of modern relationships and a new openness about sexuality and connection,” says Segal, who also led the rebrand of Ashley Madison.


About ruby

ruby is the world’s most open-minded relationship company with a roster of innovative brands, including Cougar Life, Ashley Madison and Established Men.

To learn more about Cougar Life, a dating site where experienced women meet younger men, visit and sign up for free.

To learn more about ruby and how we’re transforming our brands, visit