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CINCINNATI — Procter & Gamble Co.’s P&G Beauty & Grooming unit has launched of StyleUnited, which it called "the first truly personalized site" that brings beauty and fashion together to provide "a total style resource."
P&G said Tuesday that styleunited.com, launched in partnership with ShopStyle, delivers an exclusive experience to each consumer to help women achieve their best head-to-toe style,
"P&G Beauty & Grooming fosters relationships with many leading influencers and visionaries in beauty and fashion communities and is thrilled to give women unprecedented access to their head-to-toe beauty and fashion needs at one single destination," commented Charlie Chappell, associate marketing director at P&G. "StyleUnited takes the trusted outlets and experts that women turn to online every day and brings them together under one website for a comprehensive beauty and fashion resource."
Initially launched in beta, with more enhancements due out in the coming months, StyleUnited features personal consultations, curated content and a peer community for tips and recommendations, including the following:
• Under the direction of editor-in-chief Margit Detweiler, whose 12 years of experience in online media includes leading sites such as RealSimple.com, EverydayHealth.com and AOL Health, StyleUnited features hundreds of articles, slideshows, blog posts and how-to videos from P&G and industry experts, including influential stylists, bloggers and online editors.
• Style 360, a diagnostic tool designed to understand a woman’s unique skin care, hair care, cosmetics and fashion needs. The site tailors content based on responses and delivers relevant information each time a woman visits the site.
• One-on-one live consultations with professional beauty consultants provide consumers with real-time recommendations and advice. Using online video technology, consumers can talk live with specialists via a webcam.
• Fashion content from hundreds of online retailers is integrated and recommended throughout the experience via ShopStyle.com.
The StyleUnited conversation continues on the site’s Facebook page, where fans will get exclusive tips, articles and how-to videos sent right to their newsfeed courtesy of top influencers in the fashion and beauty industries. Twice a month, a new guest editor will engage with fans on the Facebook page and provide a fresh style perspective via style secrets, tips and favorite content on fashion and beauty.
P&G Beauty & Grooming’s roster of brands includes Pantene, Olay, Head & Shoulders, Max Factor, Cover Girl, DDF, Frederic Fekkai, Wellaflex, Rejoice, Sebastian Professional, Herbal Essences, Koleston, Clairol Professional, Nice ‘n Easy, Venus, Gillette, SK-II, Wella Professionals and Braun, among others.
