MAYBELLINE TAKES A PAGE FROM MYSPACE
Maybelline is launching a Web site today for its new makeup line, Pure, that takes a novel approach to engaging teenage girls and young women. Instead of focusing on its products, the cosmetics company is taking a page from MySpace's playbook and inviting visitors to create and share content.Built by aQuantive's Avenue A/Razorfish, the site, WhatisPure.com, will debut with polls on issues close to the hearts of the 18- to 24-year-old female target: beauty, fashion, music and Tom Cruise, among others. Visitors will be encouraged to create their own topics, share them with friends and upload personal photos. One thing the site will not do much is hawk products. Instead, it will carry only a small link to product information at the bottom of Web pages.
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