independent digital media

PRIMPED.com.au launched on August 18 as Australia’s first entirely online Web 2.0 destination dedicated to beauty and with original content, giving online beauty in Australia a complete overhaul.

Covering beauty products, advice, news and trends, and not crossing into the cluttered online territory of women’s general interest, the site is the first of its kind in Australia, and puts Australia at the forefront of new media globally.

PRIMPED.com.au is the first site to utilise interactive video beauty ‘how-to’s’ and celebrity beauty confessions. The website is being launched by Independent Digital Media (IDM).

Former ACP Magazines online editorial director Marguerite Kramer has led the concept and development of PRIMPED.com.au in the role of IDM’s Publishing General Manager. Kramer has a depth of experience in online fashion and beauty. She was managing editor for US Harper’s Bazaar before joining US based online shopping portal productopia.com as vice-president and editorial director. At ACP in Australia she was responsible for the launch of Harpersbazaar.com.au, Madisonmag.com.au, Shoptilyoudrop.com.au, 30daysoffashionandbeauty.com.au, Gourmettraveller.com.au and several corporate websites.

PRIMPED.com.au emerges at a tipping point in the growing female online market.

“Even though women still enjoy the ‘touch and feel experience’ of brick and mortars, they can make more informed purchase decisions via an online community offering a variety of entertainment and engagement mechanisms such as video, rate & review, send to a friend, wish lists, shopping lists and ‘ask & answer’,” Kramer says.

Research by international market research company NPD Group last June revealed that one in 10 women across all age groups shop for beauty products such as make-up, skincare and fragrances online. There is also evidence that baby boomers are increasingly researching online for anti-ageing products. And 65 per cent of Australian women research products online before they buy in stores or online.

PRIMPED also utilises advances in technology and broadband speeds to deliver high-quality, high-performance communication models, such as interactive video and widgets, to engage consumers and provide more compelling platforms for advertisers. Kramer says PRIMPED uses these models of engagement to enhance the dialogue between beauty companies and consumers.

PRIMPED.com.au has attracted premium beauty advertisers, and the site is sold out at launch time. Its foundation advertisers are Estee Lauder group, GHD and L’Oreal Luxury group.

IDM CEO David Burkett says, “The rapid migration and uptake by women of online was a key business opportunity for Independent Digital Media. Marguerite has a unique combination of understanding the business model of making online work and also the need for innovation and editorial quality. PRIMPED.com.au encapsulates all the right elements and we believe leads the world in online beauty pure plays.”

The site is edited by Zoë Foster of popular blog fruitybeauty.com.au. She was previously beauty director for Harper’s Bazaar before that beauty and lifestyle editor for Cosmopolitan. Zoë last month published her first novel, “Air Kisses” through Penguin.

Foster champions the capabilities of the site, which give it a broad appeal to both younger and older women.

“PRIMPED is a new generation online beauty destination. It offers levels of interaction to appeal to a broad demographic. Visitors can use the site as editorial only, browsing product information and news, they can step up a level and post reviews and tips or they can dive into social networking and build their own members section. These features make PRIMPED an exciting new online model,” said Foster.

True to the pure-play online environment, there will be no above-the-line advertising activity for the launch of PRIMPED. A consumer competition will launch with the site to generate consumer appeal and marketing will focus on ambient, online and unique viral campaigns.