TotalBeauty.com is one of the top-three beauty sites with 12 million unique visitors monthly. Total Beauty Deals, launched yesterday and is great for the top 100 brands in the category, but is more beneficial for the 1,300 brands that are less known. These lesser known brands now have the opportunity to get their products in front of a large audience who are interested specifically in the beauty business, without the lack of large ad spends keeping them out of the spotlight. Most of the initial deals on Total Beauty will focus on driving consumers to e-commerce sites as a way to drive the beauty products online business, but will eventually offer in-store redemptions.
Total Beauty Deals launched yesterday, less than a week after giant General Mills tested out a Groupon deal. The General Mills-Groupon deal was a huge deal in the CPG world. Now that General Mills, an influencer in the industry, tested out this deal medium, we can bet that the company’s competitors will be launching their own deals in the very near future.
It doesn’t look like this deep-discounting Groupon trend is going anywhere and advertisers have to be aware of its impact, both positive and negative. To read more about Total Beauty Deals, go to: http://adage.com/article/news/groupon-effect-spreads-totalbeauty-launches-deep-deals/227228/