By enlisting one of the internet’s leading females, beautyADDICTS positions themselves to be ahead of the curve in recognizing a critical shift in product promotion, one that has already been seized by innovative marketers such as Tide, Ford and Dove. While maintaining her position not to do blatant commercial endorsements, Justine organically integrates beautyADDICTS through her numerous online media channels, including videos, blogging, twitter, and banners which will direct to a dedicated splash page (http://www.beautyaddicts.com/
According to CEO Adam Gerstein, the novel marketing approach fits well into the company philosophy, “We see this as an ideal forum to reach out to a key demographic that is both a powerful buying force, and very influential in identifying and creating new trends. beautyADDICTS has always taken a fresh approach to makeup, and our marketing approach should be no exception.”
For iJustine, this partnership breaks new ground as well. One of the pioneers in melding the world of information and marketing, iJustine is extremely selective of the product she endorses, which includes well known products such as the iPhone and iPod. Branching off into the world of cosmetics is a new step for her, and one that she does not take lightly, “My fans expect me to be open with them, and I would only endorse something that I truly use and enjoy, like beautyADDICTS.”
Young consumers flock to sites such as iJustine.com not just for entertainment, but also to learn about and discuss new trends and products. Justine’s audience includes young women ages 16 to 25, a growing consumer market, willing to spend on stylish, of-the-moment products. Such sites have shown to create a great sense of brand loyalty and popularity. Through their partnership with iJustine, which launches today, beautyADDICTS looks to once again shake up the cosmetics industry with this novel and cutting edge approach to product marketing.