P&G cosmetics startup sets out to be different

Beeler, Amanda; Neff, Jack
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p34
Trade Publication
This article reports on the launch of a print advertising campaign created for reflect.com, a Web-based purveyor of upscale personalized cosmetics formed by Procter & Gamble and Institutional Venture Partners, in the U.S. in November 1999. Personality traits and empowering mantras are the focus of print advertisements appearing in magazines and direct mail pieces. Reflect.com is breaking the rules of traditional brand development, according to Nathan Estruth, co-leader of the reflect.com startup team. The advertisements are purposely designed with simple images and very little information to tease women to explore the site. Each direct-mail piece includes a code a consumer uses to gain access to the site, and allows reflect.com to track potential customers. Direct mail included a series of message cards in vellum envelopes and a toy cube with images designed to direct women to the Web site.


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