Launches $20 Million Campaign

Beauty products, trends and advice site launch the first phase
of a $20 million national online and off-line advertising campaign.

The ads were conceptualized by frierson mee + kraft and photographed by
fashion and beauty photographer Patrick Demarchelier, who also sits on’s editorial board.

Demarchelier is the photographer who has been responsible for all covers of
Harper’s Bazaar since 1992. Georgina Grenville and Mark Fisher,
internationally recognized models, are the focal points of the ads, which
merge the worlds of beauty and technology.

The ads play on seemingly traditional beauty advertising by using white space
and a model, juxtaposed with high-tech gadgetry such as a keyboard, mousepad
or mouse wires. The tagline is “…the future of beautiful.”

“ is the future of beautiful. The campaign depicts the ‘scene’
today as well as the future of beauty as it merges with new technology. This
fusion is what is all about,” said Neil Kraft, creative
director of fm+(k).

The print advertisements (six different images) will appear in 18 magazines.
Outdoor advertising will be displayed in New York, Miami, San Francisco, and
Los Angeles and television ads will launch next spring.

In early October, online advertising will launch on women’s, fashion,
entertainment, parenting, fitness, lifestyle, news, generation Y and chat
sites. Creative for the online campaign builds on the off-line ad

Interactive agency Lot21 of San Francisco has taken the lead on
the online advertising and branding campaign. is part of — an e-commerce production house
dedicated to launching upscale lifestyle-focused Web sites, or “scenes.”

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