NEW MEDIA: Bourjois offers site to increase brand appeal

Cosmetics company Bourjois this week goes live with a major new international web presence as it bids to extend the brand's appeal among office workers in its core female 16- to 35-year-old market, and take on rivals Max Factor and Maybelline.

Cosmetics company Bourjois this week goes live with a major new international web presence as it bids to extend the brand's appeal among office workers in its core female 16- to 35-year-old market, and take on rivals Max Factor and Maybelline.

The site follows the adventures of the cartoon-style Bourjois girl used in the company's above-the-line activity. Guiding visitors through the company's range of make-up products, the character offers more general style tips and advice on the latest fashions.

Other features include a lifestyle section, horoscopes and an updated 'click and keep' guide - with advice on themes from gift ideas to creating party decorations.

The initial site will be available in French and English, with local language versions for the Korean, Japanese, Spanish and Dutch markets expected to roll out in January. No e-commerce activity is planned at present.

Online activity was created by design house SAS. It was appointed to the business in February after a three-way pitch against Zinc and pres.co, which has since merged with Foresight. Market Tiers 4dc has been charged with creating an online campaign that is likely to involve a tie-up a with women-focused portal.

News of the Bourjois launch comes as rival L'Oreal-owned Maybelline prepares to go live with its first dedicated UK site, developed by Zentropy Partners.

'We'll pitch this to the working lunchtime audience encouraging them to come into the site and explore. The aim of the site is to inform the consumer and develop a sense of the Bourjois as a lifestyle brand,' said Anna Adsetts, international e-project manager at Bourjois.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug