Unilever is to invest pounds 6 million in Wowgo.com, an internet
start-up chaired by Michael Gold, the co-founder of Gold Greenlees
The decision to invest in Wowgo, which is developing a web portal aimed
at teenage girls, represents Unilever’s first move into dotcom
The news follows a similar move by Unilever rival, Procter & Gamble,
which signed an agreement with the search engine, Excite UK, to develop
a website for teenagers.
Wowgo.com will launch in April with a lifestyle branded site, which will
include features content, chat and interactivity.
After the UK launch, the site will roll out across Europe. Wowgo intends
to move into other areas, including television, mobile phone and
possible financial services deals.
The deal will enable Unilever to find out about how teenage girls view
brands and products. Keith Weed, chairman of the Unilever unit, Elida
Faberge, said: ’Our participation with Wowgo will enable us to extend
our reach more effectively. We live or die through our closeness to our
Wowgo’s chief executive is David Peller, an entrepreneur, who was part
of the launch team for the Japanese noodle bar, Wagamama.
Gold said: ’With teenage daughters of my own, I know about the
challenges faced by teenage girls.
’Wowgo has been created to provide the information and peer support
needed by teenage girls during the transition from girlhood to