A website which aims to make it easier for women to buy cars has been launched in the North-East.

Twin sisters Kim and Sue Brown have invested heavily in their www.lipstixandgearstix.com website after spotting what they say is a gap in the market.

The bright pink homepage of the site directs users to pages full of information aimed at giving women the ammunition they need to make informed decisions on car buying. The business model, backed by bankers NatWest, works through car dealerships paying for listings on the site, and through advertising spots for other products.

The `Lipstix' site has launched only with dealerships in the Tyne Tees television region, ahead of a planned advertising campaign, but Kim and Sue are aiming to take the idea nationwide eventually.

Kim, 43, who worked as marketing manager for local dealership Jennings for 10 years, said: "We realised there was nothing available for those who did not know a great deal about cars, fixing them or purchasing.

"When I spoke to friends and family about the idea for the site, they confirmed my thoughts that there was a place in the market for this."

Twin sister Sue, meanwhile, has marketing experience from working with a number of major retailers. She said: "This is about empowering women to make the right, informed choice about the car they want. Women are the fastest growing market in both new and used cars, and a lot of manufacturers are addressing them. We think some women feel intimidated by dealerships and may prefer to browse online first."

But does Sue not think the very feminine, pink-dominated, colloquial style of the site could be a little patronising to its audience?

She said: "Pink is the new colour just now - there are pink mobile phones around - and yes, it is quite girly, but we've tried not to be patronising."