January 19, 2001, 12:00 AM

Beauty Site Gets Makeover

Don Davis

Editor in Chief

Naturalbeauty.com Inc. has launched a revamped e-commerce site. The new layout of the site is easier to navigate, says the San Francisco-based company, and it showcases the firm's personalized Naturalbeauty.com Consultation Service. This service gathers specific data to give individualized recommendations, customized not only to skin type and coloring, but also to the user's ideal beauty style. The site also includes new features that enable customers to register for club membership, perform keyword and attribute searches, compile wish lists and provide feedback on cosmetic products. Naturalbeauty.com's parent company, NaturElle Cosmetics Corp. was founded in 1991 and sells a full line of proprietary, all-natural cosmetics through multiple integrated channels.

To design and host its new site, the company partnered with ROI Direct, a San Francisco-based Internet application service provider of integrated e-commerce, relationship marketing and online customer care solutions.

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