Unveils $20 Million Image Campaign

Online cosmetics player on Monday launched
a $20 million image campaign featuring supermodel Fernanda Tavares and
highlighting the premium brands available on the site.

The campaign breaks in a 52-page editorial insert in Vogue magazine’s
February issue, highlighting “A Century of Beauty in Vogue.” The message will take up 26 pages of that insert, highlighting
its five beauty “boutiques” Elite Street, Global Chic, Virtual Spa, Nature
Zone, and Main Street.

The new image campaign follows a promotion launched in November that urged
potential customers to log on to get free items. Consumers were asked to
solve a puzzle to get a free gift, meanwhile revealing personal information
that could use to market to them. — along with the other beauty players like,,, and has a tough battle to wage
in its advertising efforts. There’s little that differentiates each site in
the minds of consumers, so developing interest and brand loyalty is difficult.

Badger Worldwide Advertising
created the campaign. Its other clients include A/X Armani Exchange,
5S/Shiseido, Emanuel Ungaro, Francesco Biasia, Donna Karan/DKNY, Cerruti,
NYLON magazine, and Oxxford and Adrienne Vittadini.

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