L’Oréal USA has re-launched Makeup.com, which was acquired by the brand in 2009, giving it a fresher look and making it more dynamic in terms of content (photos, slide-shows, ‘how to’ spots as well as articles, news and tips written by the experts of the industry will get posted on the website on a daily basis). The goal of the revamp is to make the online destination a women’s ‘best friend,’ which can tell her what is trendy and what’s not in the world of cosmetics.

«We’re going to cover beauty for women in a way that no other site can, using a unique mix of professional journalists and influential bloggers who will go straight to the source—professional makeup artists, hairstylists and dermatologists—to offer a personality-packed look at beauty ‘how-to’s,’ trends and news,» commented Ayren Jackson-Cannady, the newly-appointed Editor of Makeup.com.

Last summer, the brand launched the Destination Beauty channel on YouTube, offering female consumers a set of video tutorials revealing secrets of a perfect make-up. The website will offer women diverse content both in text, photo and video format, which will cover a plethora of topics ranging from face, eyes, lips, nails to tools and skin-care. In the official press release, the brand states that “between now and September, the site’s featured subject matter will expand to include video and more viral content linking back to Makeup.com’s Facebook page and twitter account,” but they do not specify what kind of ‘viral’ content it would be. So far, the website features instructive articles and overviews such as ‘Pretty Makeup: Old Think vs. New Think’ and ‘Glam I Am…The 60 Second Face.’

«Our brand strategy for Makeup.com is to speak to women as only their beauty best friend can. We want to stimulate their beauty lives and encourage them to fearlessly step up to the ‘new’ and dare to be just a bit more adventuresome. Our brand tone is one of a best friend; we are playful, encouraging and in-the-know.» said Farrah Linden, Corporate Media Manager, L’Oréal USA.