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Beautyscene hopes to squeeze its name into the consciousness of consumers already cluttered with an assortment of beauty sites, with a $20 million campaign breaking this month from Frierson Mee & Kraft, New York.

Print ads will appear in the November issues of women's, beauty, fashion, men's and celebrity magazines, including Allure, Harper's Bazaar, In Style, Interview, Marie Claire, People, Vogue and W.

Outdoor advertising will go up next month in Los Angeles, Miami, New York and San Francisco. TV advertising will not start airing until next spring.

Online ads also will be used, starting midmonth. Lot 21, San Francisco, handled online media buying.


The campaign comes amid much ado about online beauty. A number of sites selling cosmetics and touting expert beauty advice have been launched, including, and, and Sephora are additional sites expected to be launched this fall. Also, Procter & Gamble Co. is planning another beauty site,

Beautyscene ( hopes its sophisticated ads will attract online shoppers seeking a variety of cosmetics, fragrances and health supplements.

"We are rising above the clutter by going truly first class," said Deborah Rennie-Walker, president of, Beautyscene's parent company. "We wanted to create very beautiful, strong images that bring beauty and technology together [in our ads]."

The ads depict models against white backgrounds juxtaposed with computer

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