breaks $20 million ad campaign

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Most Popular, a beauty products e-tailer, has launched a $20 million ad campaign created by Badger Worldwide Advertising, New York. The print campaign broke in a 52-page special section the beauty products e-tailer sponsored in the February issue of Vogue. Ads feature Brazilian model Fernanda Tavares and carry the company tag: "Where beauty lives." Additional print ads break in February issues of Glamour, InStyle and Martha Stewart Living. Badger is also handling online ads as well as outdoor, radio and TV, which launch later this year.

Beautyjungle this week closes a $20 million round of financing, bringing total investment to $24 million. Deborah Goslin, exec VP-sales marketing and business development, said the site plans an initial public stock offering this year.

Copyright January 2000, Crain Communications Inc.

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