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.