Procter & Gamble Co., one of the world’s largest manufacturers of consumer packaged goods, this week launched a new site where women can find advice about beauty and fashion, and also buy P&G and other products from a variety of online retailers.
Called StyleUnited, the site is overseen by editor-in-chief Margit Detweiler, who previously worked at RealSimple.com, EverydayHealth.com and AOL Health. StyleUnited.com features articles, blogs, slideshows and how-to videos from stylists and other experts.
Visitors to the site can receive tips from other consumers, and hair, skin and makeup advice from a tool called Style 360, which offers personalized recommendations based on a consumer’s choices about skin, cosmetic, fashion and hair preferences. The site remembers those selections and offers new and relevant information on subsequent visits, P&G says. Consumers also can receive real-time consultations from experts via web cameras, and browse discount and rebate offers for P&G products.
Products included in the various sections of the site are offered for sale through other retailers; in the fashion section, for instance, a section entitled “How to Wear a Mid Calf Skirt” includes links to skirts sold by Old Navy, owned by Gap Inc., No. 24 in the Internet Retailer Top 500 Guide. “Featured apparel is through a partnership with ShopStyle, a search engine that brings together the most fashionable stores and the best brands,” says Charlie Chappell, P&G’s associate marketing director.
Procter & Gamble began working on the StyleUnited site about two years ago, though most development took place in 2011, he says; P&G worked with several technology providers and marketing agencies to create the site.
In May 2010, Procter & Gamble launched a retail web site that allows shoppers to buy P&G products directly from the manufacturer.