Discount cosmetics e-tailer BeautyMerchant.com on Friday inked
a deal with Yahoo! Inc. (YHOO) to buy a million banner ad impressions to run over the
month of March.
The banner ad blitz, and a television advertisement that’s in the works, is
aimed at raising consumer awareness of the online retailer, as it works to
capture mindshare in the increasingly-crowded beauty products space.
BeautyMerchant.com is competing with well-funded and more well-known firms
like Beauty.com, iBeauty, Sephora.com, and Reflect.com.
“This marketing campaign initiates the grand opening of our 8,000 product
beauty superstore,” says Edward Roth, chief executive officer of
BeautyMerchant.com (BUTY).
The company is working on expanding its store to service Spanish-, German-
and French-speaking customers. It’s also developing sites for England and
Germany, which are expected to launch by the end of the year.