MEDIA-I: Beauty company brands products through Elle.com

<p>SEOUL: Beauty products giant Estee Lauder has launched a mini site </p><p>on Elle's Korea website. </p><p><BR><BR> </p><p>The move marks the first time the company has used the internet as a </p><p>branding medium in the country. </p><p><BR><BR> </p><p>"This is a long-term contract to host the mini site within the Elle </p><p>website for Korea. Elle not only handled the creative aspect, but is </p><p>also taking care of all maintenance and hosting for Estee Lauder. </p><p><BR><BR> </p><p>"It is the first time the company is using the internet for branding in </p><p>that market. It is looking to build its online presence in Korea so this </p><p>will be an ongoing site," said Elle's regional new media director, </p><p>Patricia Tung. </p><p><BR><BR> </p><p>The mini site uses Flash to feature news on Estee Lauder, as well as </p><p>detailed product information, games, prizes, gift offers, and links to </p><p>related websites. </p><p><BR><BR> </p><p>"We've been able to do a lot with the site because broadband is very </p><p>popular in Korea. That means download times for videos, games and flash </p><p>features is very quick," added Tung. </p><p><BR><BR> </p><p>In the US, Estee Lauder has relaunched gloss.com, its joint venture with </p><p>Chanel and Clarins. </p><p><BR><BR> </p><p>The site features 5,000 products, including Estee Lauder's brands, </p><p>Clinique Bobbi Brown, MAC, Origins, Stila, Estee Lauder and </p><p>Prescriptives. </p><p><BR><BR> </p>

by | 11/09/2001