A trio of media business heavyweights is about to launch a natural
health and beauty website that could be the homeopathic answer to
ThinkNatural.com is the brainchild of Carol Dukes, the former founder
and managing director of Carlton Online. IPC chairman and one-time Emap
managing director, David Arculus, is investing in the venture. The
company’s commercial director, Emma Crowe, developed and implemented
Associated New Media’s online strategy.
The non-executive chairman of the company is Robin Klein, the
entrepreneur behind mail-order catalogues Hawkshead and Innovations.
Dukes said ThinkNatural would act as an information source as well as an
online shop, competing with high street stores like Holland & Barratt
and The Body Shop.
’We’ll have two in-house writers as well as a five-strong panel of
experts,’ she said. Users will be able to read the latest news about
alternative health products and communicate with other enthusiasts.
Initially the site will depend on e-commerce rather than advertising for
revenue. But Dukes said she would probably look for sponsors at a later
date. ’I don’t think it’s a good idea to expend our energy building up
an ad sales team before we’ve got an audience. But I can imagine having
two or three sponsors, because it’s going to be quite a community
The site launches in early November. Media buying for the launch is
being handled by BMP OMD, while Tonic is handling creative.