Procter & Gamble launch online ad initiative

My Beauty Life is a website which brings together a portfolio of ten P&G brands, including Covergirl, Olay, Pantene and Secret, to provide holistic solutions for a women. The multimedia platform combines editorial content and product integrations for the latest in beauty news as well as seasonal and occasional beauty advice.

Custom features

Total Look is an original beauty video series with expert recommendations and seasonal content. Custom beauty tools such as Colour Wheel, Skin Matrix and Your Beauty Look Book, have integrated brand messaging to increase engagement as consumers discover their perfect colours and styles. Features to stay in touch include daily blog posts, a weekly e-newsletter, monthly Q&As, and community involvement 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."

"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).