BeautyMerchant.com, the latest
entrant into the online beauty products sector, announced Monday an
advertising agreement with EarthLink, whereby the discount
cosmetics e-tailer will be featured in the ISP’s newly re-designed mall.
The deal is aimed at placing BeautyMerchant.com in front of the eyes of
EarthLink’s 1.5 million members. The mall is linked from a personalized
start page available to the ISP’s subscribers, and it’s also accessible to
the general public.
The agreement includes banner ad rotations and hot
deals rotations, along with placement on the “More Stores” links. Financial
terms of the deal were not disclosed.
BeautyMerchant.com, which just launched this week, isn’t placing all of its
promotional bets on EarthLink. It’s conducting a promotion whereby entrants
can win a year’s worth of free cosmetics. The company has also begun
production of a 30-second TV commercial expected to air nationwide next year.
BeautyMerchant.com competitors include Beauty.com, iBeauty.com, Reflect.com, and a host of others.