“Total Beauty Shops is our aggressive content marketing play that leverages award-winning editorial, engages our insatiable beauty consumer and delivers on her desire to discover the best products,” says Ethelbert Williams, head of marketing for Total Beauty Media Group. “We are bringing her new ways to unlock what works for her, and have a slate of fantastic partnerships aligned as we scale an immersive ecommerce experience.”
Through TotalBeautyShops.com consumers can make purchases while exploring beauty content and reviews. Its three core categories are:
Total Beauty Buying Guides—digital content available for download and access while on the go that aid in category research.
Total Beauty Collection—a deluxe sampling program that allows consumers to try brands before they commit to full-size products; introduced a year ago.
Total Beauty Deals—a partner program that allows consumers to score exclusive offers from leading brands.
Total Beauty Shops currently features more than 18 brand partners, several of which are TotalBeauty.com Beauty Award Winners. Participants include Neutrogena, NYX Cosmetics and The Honest Co., as well as health and wellness offerings from Nature Made and EBOOST.
[Image courtesy of Total Beauty Media Group]