Procter & Gamble Broadens Online Ad Initiative With Total Beauty Media

SANTA MONICA, Calif., Nov. 3, 2011 /PRNewswire/ -- Total Beauty, the leading digital publisher of holistic health and beauty content, and Procter & Gamble (P&G) today expanded their partnership with the relaunch of My Beauty Life, making it a major online ad initiative for P&G.

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Breaking away from the industry standard of promoting brands separately, My Beauty Life brings together a portfolio of ten P&G brands, including COVERGIRL, Olay, Pantene and Secret, to provide holistic solutions for a woman's every beauty need.  The multimedia platform combines editorial content and product integrations for the latest in beauty news as well as seasonal and occasional beauty advice.  The custom features include:

• Total Look, an original beauty video series leveraging expert recommendations and seasonal content in a fun and irreverent way
• Custom beauty tools such as Color Wheel, Skin Matrix and Your Beauty Look Book, with integrated brand messaging to increase engagement as consumers discover their perfect colors and styles
• Daily blog posts of serviceable content delivered in the first-person, a weekly e-newsletter, monthly Q&As, and community activation through social media groups on Facebook and Twitter

"As a top beauty website, we've partnered with brands as they begin to work upstream to strategically create integrated content experiences that are much more effective than just banner ads," said Emrah Kovacoglu, Co-Founder and CEO of Total Beauty Media.  "P&G was one of the first brands to create such an experience with us through a unified platform across their beauty brand portfolio.  After seeing amazing success we are pleased to be expanding the program in year two."

With the launch of My Beauty Life, visitors can now view weekly Total Look videos, expanded content on the custom Color Wheel application, additional face and body information on Skin Matrix, and monthly updates within Your Beauty Look Book, as well as original content galleries.  

"As consumers spend more time online researching and discovering new products, P&G has aimed to extend deeper digital experiences.  Platforms such as MyBeautyLife.com allow us to create custom content experiences around our brands and to further the conversation with our consumers," said Jay Sethi, P&G Beauty NA Portfolio Brand Manager.

According to the 2010/2011 Dynamic Logic survey, 90 percent of women who visited the site last year said that they would go back, while 80 percent said they would recommend the site to a friend.  During the first year of the program, the campaign experienced high consumer engagement with 6.1 million unique users visiting My Beauty Life (or an average of 512,000 unique visits a month).

About Total Beauty Media, Inc.

Founded in 2007, Total Beauty Media, Inc., operates TotalBeauty.com, home of the largest database of independent, unbiased beauty product reviews for women.  TotalBeauty.com features hundreds of thousands of user-generated reviews, spanning more than 45,000 products, including most known prestige, mass-market, salon and spa products.  In addition, the site publishes daily editorial coverage of beauty news and trends, including TotalBeauty.com TV – its immense library of beauty how-to videos.  

Total Beauty Media's portfolio of digital beauty, health and lifestyle media properties includes: TotalBeauty.com, BeautyRiot.com, LimeLife.com and ModernMan.com.  Total Beauty Media is backed by USVP and Wallington Investments and based in Santa Monica, Calif.

Media Contact
Stephan Pechdimaldji
415.321.1870
[email protected]

SOURCE Total Beauty Media, Inc.