Agency: Fallon London
By TIM SMITH, chief strategic officer of t, campaignlive.co.uk, Friday, 30 June 2000 12:00AM
The online cosmetics retailer BeautySpy, which went live last week,
is aiming to supply medium- to high-end and hard-to-find skin care,
fragrance and make-up products to both men and women.
The company was founded last year, and plans to roll out a number of
bricks-and-mortar outlets and a mail-order catalogue following the
launch of its online shop.
Characteristics: The site has a very distinctive, feminine and
eye-catching brand, which is a bit of a rip-off of the James Bond
opening credits. It aims to make online shopping ’fun, informative and
Target demographics: Cash-rich, time-poor (no change there then)
professionals, both men and women - which is very brave: how many men do
you know who’ll admit to using moisturiser, let alone buying it?
Principals: The company was founded by Aimee Laman Sutton (the
director), Amy Gordinier (the marketing manager), CC Howell (the
director of supply partnerships), Michael Ress (the director of
operations) and Lisa Leiby (the business development manager).
Backers: Backed by the Munich-based Internet Media House, a venture
capitalist that invests mainly in technology companies.
Marketing strategy: The majority of the marketing spend will go towards
the establishment of its bricks-and-mortar outlets and mail-order
catalogues, which will feature in the October edition of Vogue. A print
campaign is also in the pipeline.
Competitors: Changeslive.com, the online health and beauty retailer,
targets a similar market to BeautySpy, although its products are less
upmarket and much more mainstream.
THE YEAR AHEAD
ON THE BORDER - The eye-catching brand makes up for the rather
unimaginative business model. It’s unlikely male shoppers will be
attracted by the feminine brand and a bricks-and-mortar chain seems too
This article was first published on campaignlive.co.uk