Alternative marketing thinking

iCONTRACT

A Broker of Beauty

Emrah Kovacoglu a former P&G marketing executive is out to make sense of the jumble of tens of thousands of beauty-care products — and create the industry’s killer digital media app in the process. When launched, TotalBeauty.com will aim to catalog and update in real time the vast array of beauty products; review as many as possible in-house; have visitors review them on their own; and provide a “personalization engine” that lets people sort through them in categories such as price, “eco issues,” skin and hair type. Though the mechanism is different, the ambition is like that of Google’s mission of organizing all the world’s information — yet focused only on the highly fragmented $42 billion beauty-care market with nearly 4,000 brands. More from AdAge.

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