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Total Beauty in the News

Advertising Age

Groupon Effect Spreads Further Into CPG as TotalBeauty Launches Deep Deals

April 26, 2011

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Total Beauty Adds Women's Lifestyle Portal LimeLife To Its Fashion Empire

Aug 18, 2010

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Marketing Magazine

New site hopes to capture growing male grooming ad dollars

March 31, 2010

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Advertising Age

Break Media, Prep Branded Men's Grooming Site

March 31, 2010

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Advertising Age

Despite Numbers, Package-Goods Players Are Ramping Up Online Spend

TP&G Digital Agencies Increase Headcount While Unilever Gets Ready to Name Its First Roster, December 14, 2009

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Turning your employer into your customer Sep 1, 2009

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Money Saver: Stay-At-Home Salon Tips / CBS 2 HD. October 8, 2008.

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Hair Repair and Bombshell Braids / ABC Good Morning America Now. August 12, 2008.

» Watch the video on The CW11 Morning News:

Beauty Makeover: From Mommy to Maven / CW11 / WPIX. July 21, 2008.

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Pittsburg Tribune-Review

Cool makeup tips for a hot summer

Pittsburgh Tribune-Review. July 18, 2008.

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Tan in a Can / ABC Good Morning America Now. June 29, 2008.

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Time Out New York:

Makeup Meltdown

"How to avoid having to screech, 'I'm melting!'" Time Out New York, June 19-25, 2008.

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The Economist:

Web 2.0 Enters the Lipstick Jungle

"Beauty and the blog." The Economist. May 25, 2008.

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American Salon:

Web Browswer

"All About Beauty" American Salon, April 2008.

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Shape Magazine:

Beauty made easy

Web 2.0 Enters the Lipstick Jungle
Quick, what do the following have in common: cutting your bangs and applying fake eyelashes? They're both considered by many women to be advanced beauty skills. Fortunately, for those who need a bit of remedial work, cosmetics companies are now including instructional videos on their Web sites. Visit to learn how to give those wisps a trim; next time you're on, check out Make Up For Ever's tutorial, which will help you finally master false lashes; and at, click on the "Can I Help You?" feature and let industry experts assist you in creating your best skincare routine.

Chin, Walter. "Beauty News." Shape April 2008: 70.


Surf With more than 60,000 product reviews, entertaining how-to videos and personalized beauty tools and recommendations, this site is a comprehensive online beauty library for women.

Foreman, Richard. "Checklist." Newsweek March 2008.

U.S. News & World Report:

Making Beauty Affordable

U.S. News & World Report. March 12, 2008.

» Read the article on The CW11 Morning News:

The Right Skin Care for Your Age / CW11 / WPIX. March 6, 2008.

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TOP 10:, a comprehensive online beauty library for women, is generating more than 500,000 unique visitors a month since launching in December. The site offers more than 60,000 product reviews of prestige, mass and spa brands, the company said. "Women are incredibly passionate about beauty and are hungry for a platform to learn and share. is that place," said the site's chief executive officer and founder, Emrah Kovacoglu, who developed it after working at Procter & Gamble as the global digital brand manager for cosmetics.

"Snippets: Top 10." Women's Wear Daily. February 15, 2008.

Allure Magazine:

For women who like to research their makeup and skincare choices with the zeal of an honor student, beauty just got a brand new library., a new site launching this month, offers detailed information on more than 30,000 different products. The site doesn't sell anything, so it has no ties to a particular brand. It simply tracks ingredients lists and offers reviews from in-house experts and fellow beauty addicts. The sites' big draw is its advanced search function, called My Beauty Scout: After gathering information about a user's skin type, favorite formulas, allergies, budget and more, it searches through descriptions and product reviews to find the moisturizers, lipsticks and shampoos that suit her needs. And when you find your perfect product, TotalBeauty links you to online retailers. We give it a solid A.

Jordan, Alexandra. "Matchmaker." Allure December 2007: 68.


The Total Beauty Package

NEW YORK -- A new Web site called aims to present product information, videos on beauty how-tos and communication among consumers all in one place when it goes live on Thursday.

The site's founder, Emrah Kovacoglu, who most recently worked for two years as vice president of new media in Procter & Gamble's beauty division, said he saw a need in the marketplace for a product library covering beauty items in the mass, prestige and spa markets that acted as a consumer's personal beauty consultant.

"I wanted to create a comprehensive one-stop shop beauty portal resource that provides answers to any beauty question from a consumer standpoint," said Kovacoglu. The site already boasts 35,000 members and ratings and reviews on 35,000 products from more than 220 brands by both industry experts and consumers. also features more than 50 interactive video demonstrations. Visitors can fill out a questionnaire that's designed to tailor a skincare regimen for them and recommend certain products based on skin type. The site also features chat rooms where consumers can connect with each other to discuss beauty issues.

As an incentive to sign up, members receive product samples and coupons from retailers. In addition, a sweepstakes will be held to help generate product reviews.

Edgar, Michelle. "Beauty Beat." Women's Wear Daily. December 5, 2007.

Advertising Age:

P&G Vet Looks to Build a Google for the Beauty-Care Business Aims to Catalog all Beauty Products, Let Users Review Them
Advertising Age. 7 August 2007.

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Press Releases


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