A new website providing tailored fashion and beauty advice and online consultations has been unveiled. Launched November 29, StyleUnited is a partnership between Procter & Gamble Beauty & Grooming and fashion website ShopStyle.
Comprising articles, slide shows, blog posts and how-to videos from Procter & Gamble, industry experts, stylists, bloggers and online editors, the site aims to be an essential resource for fashion and beauty fans.
Similarly to sites such as Lauren Conrad's http://thebeautydepartment.com/, the site focuses on tailor-made tutorials, aiming to deal with specific requests and personalized tips via Style 360, a diagnostic tool women must participate in when entering the site.
This has been designed to identify the user's skincare, hair, cosmetics and style needs and then provide content based on those responses every time the user returns to the site.
While brands such as Clinique currently offer beauty consultations via online questionnaires, visitors to styleunited.com can talk directly to beauty consultants via webcam.
In terms of fashion tips, the site has parallels with Mary-Kate and Ashley Olsen's members site Style Mint, where consumers receive style tips from the twins as well as receiving recommendations based on responses to style questionnaires.
In addition to the blog posts and how-tos, fashion content from various online retailers will also be integrated, including style tips such as different ways to tie a scarf.
The move follows an increasing trend for editorial-rich sites designed to target consumers. Last week US department store Saks Fifth Avenue unveiled a redesigned version of its Saks POV online magazine, featuring guest editors and sections such as "blogs we love."