Three beauty sites jump into the fray

Cardona, Mercedes M.
November 1999
Advertising Age;11/15/1999, Vol. 70 Issue 47, p28
Trade Publication
This article deals with three new or updated apparel and cosmetics Web sites launching advertising campaigns in late 1999. Beauty Web site Gloss.com will unveil an upgrade November 23, backed by an $8 million advertising campaign. Indulge.com will introduce its fashion and beauty site the week of November 15. Online shopping guide StyleShop.com will enter the electronic retail field with StyleShopDirect.com, a site selling designer clothing. Gloss.com advertisements will include outdoor, print, radio and online marketing. The spots show women in New York passing a note, which is finally revealed to bear the word "Gloss." Page advertisements for Indulge, meanwhile, feature black and white photographs with phrases such as "Celebrate the small things" and "Time without pleasure is wasted." Advertisements for the site, styleshopdirect.com will run in New York Magazine and The New York Times, followed by first-quarter schedules in fashion books including Elle, Harper's Bazaar and Jane.


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