THE FORMULA, a Comprehensive Beauty Site, Launches with New Content from New York and Paris Fashion Weeks

Oct 18, 2011, 09:37 ET from THE FORMULA

NEW YORK, Oct. 18, 2011 /PRNewswire/ -- THE FORMULA offers a modern take on beauty coverage through the lens of Aimee Blaut. It does not subscribe to the notion of a singular beauty ideal or a be-all, end-all, recipe for beauty; but rather to the notion that beauty is as individual as it is attainable. Following New York and Paris fashion weeks, the site currently features interviews with stylist Rachel Zoe, Marie Claire, FR writer Jessica Hausman, blogger Hanneli Mustaparta, French stylist Elisa Nalin, MAC makeup guru Philippe Chansel, Vanessa Bruno, and Preen behind the scenes beauty and much more.

Organized into six sections, the blog seeks to captivate its readers by featuring inspiring individuals and image-driven content. "Behind the Scenes" captures beauty looks backstage at international fashion weeks as well as on campaigns and editorial photo shoots. "You Are a Babe" peeks into the boudoirs of creative men and women, profiling their lifestyles and beauty regimens with original photos in the subjects' home environments. "The Expert" interviews beauty industry professionals, Love Affairs features Aimee's classic/favorite products, "The Spotlight" highlights new products and cultural trends, and "The Look" captures spontaneous, street style beauty shots.

About Aimee Blaut

After graduating with a double concentration in molecular biology and fine arts from Sarah Lawrence, Aimee spent several years working in the art business in the heart of NYC's Chelsea. Upon leaving the professional art world, she fully realized her desire to chronicle the beauty industry. As a former gallery girl, Aimee started her career surrounded by the beauty of the arts, but found herself most inspired by the beauty of the everyday girl. She sought out to deliver a site with a fresh aesthetic point of view full of original photographs and content. Aimee splits her time between New York City, Miami and Paris.

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