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By Published on .

NEW YORK (AdAge.com) -- iDeutsch, New York, has launched a new branded Web site for Revlon Inc.'s Almay, positioning the company as "The Pure Source for Beautiful."

It also has kicked off an integrated online and offline campaign, "Turn Over a New Leaf," promoting Almay Kinetin.

The media push includes a sweepstakes with prizes such as trips to Europe and Australia and gifts of Almay products.

TV spots are running during the Today Show and Passions and on MTV, VH1, Lifetime, BET, A&E and other cable networks. Banners are running on iVillage.com, and print ads are in USA Today.

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