Younger men beware: The search is on for Miss Cougar Australia 2010.
And the claws will be out.
Ever since the word cougar - meaning an older woman who chases younger men - entered the popular lexicon, it has had somewhat negative connotations.
But US-based author and relationship guru Rich Gosse hopes to explode that myth, saying there are benefits for both cougars and their prey.
"Since men are the weaker sex and die five years earlier than women, on average, any woman who marries an older man is likely choosing to be a widow. How silly!" Mr Gosse told AAP.
He is holding three cougar convention heats, in Sydney, Brisbane and Melbourne during February, and each will name regional Miss Cougars.
The event then moves to the Sunshine Coast in June to name Miss Cougar Australia 2010.
Aspiring Miss Cougars must be over 35, "legally single" and have a taste for younger men, Mr Gosse said.
Younger men (called cubs) who are interested in snaring a cougar simply have to turn up and cast their votes. And presumably look vulnerable.
The Sydney cougar convention is being held at Burwood RSL on February 12 from 7.30pm (AEDT).
The event coincides with the premiere of the new television show Cougar Town, starring Courteney Cox, next week.
For more information visit www.CougarEvents.com/Australia.