P&G's beauty, grooming business touts new website as 'style source'

CINCINNATI — A personalized website that brings together beauty and fashion has debuted from Procter & Gamble's beauty and grooming business.

StyleUnited, which is in partnership with website ShopStyle, is designed to help women achieve their best head-to-toe style, P&G said. The beta site features personal consultations, curated content and a peer community for tips and recommendations, including:

  • Under the direction of editor-in-chief Margit Detweiler, the site features hundreds of articles, slideshows, blog posts and how-to videos from P&G and industry experts, including influential stylists, bloggers and online editors;

  • Style 360, a diagnostic tool that is designed to understand women's unique skin care, hair care, cosmetics and fashion needs;

  • One-on-one live consultations with professional beauty consultants provide consumers with real time recommendations and advice;

  • Fashion content from hundreds of online retailers is integrated and recommended throughout the experience via ShopStyle.com; and

  • Social media attributes, including Facebook and Twitter.

"P&G beauty and grooming fosters relationships with many leading influencers and visionaries in beauty and fashion communities and is thrilled to give women unprecedented access to their head-to-toe beauty and fashion needs at one single destination," P&G associate marketing director Charlie Chappell said. "StyleUnited takes the trusted outlets and experts that women turn to online every day and brings them together under one website for a comprehensive beauty and fashion resource."

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