December 26, 2000, 9:55 AM

A brand all her own

Beauty may only be skin deep, but it can be profitable. At least that’s what Proctor & Gamble hopes when it launches its new beauty Web site, Reflect.com. The venture, expected to go live before the holidays, has kept a surprisingly low profile in an industry that thrives on hype.

Cincinnati-based Proctor & Gamble has teamed up with Institutional Venture Partners, San Francisco, to launch the business, which will offer custom beauty products. P&G will invest $35 million and keep a 65% equity stake. IVP will invest $15 million and take 15%.

Unlike department store brands, Reflect.com products will start with base formulas, say for oily or dry skin, that can be tailored to individual tastes. Technicians use patented customization technology to add colors and fragrances that each woman chooses. “It’s an anti-brand,” says Nathan Estruth, co-leader of Reflect.com launch team. “It’s a product line all her own.”

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Jim Erickson / E-Commerce

Why Western brands should register trademarks in China—now

China doesn’t recognize trademarks registered in other countries. Companies that register first in China get ...

FPO

Asher Elran / E-Commerce

E-commerce and duplicate content: solutions to common problems

Google penalizes retail web sites that display the same content on multiple pages, or that ...

Advertisement