Total Beauty Media, Inc. and Procter & Gamble expanded their partnership with the relaunch of My Beauty Life, making it a major online ad initiative for P&G. Founded in 2007 Total Beauty Media, Inc., operates TotalBeauty.com, a database of independent beauty product reviews for women.

My Beauty Life brings together a portfolio of ten P&G brands, including Covergirl, Olay, Pantene and Secret, to provide holistic solutions for a woman’s every beauty need. The multimedia platform combines editorial content and product integrations for the latest in beauty news as well as seasonal and occasional beauty advice. With the launch of My Beauty Life, visitors can view weekly Total Look videos, expanded content on the custom Color Wheel application, additional face and body information on Skin Matrix, and monthly updates within Your Beauty Look Book, as well as original content galleries.

“As a top beauty website, we’ve partnered with brands as they begin to work upstream to strategically create integrated content experiences that are much more effective than just banner ads,” said Emrah Kovacoglu, co-founder and CEO of Total Beauty Media. “P&G was one of the first brands to create such an experience with us through a unified platform across their beauty brand portfolio. After seeing amazing success we are pleased to be expanding the program in year two.”

As consumers spend more time online researching and discovering new products, P&G has aimed to extend the digital experience. “Platforms such as MyBeautyLife.com allow us to create custom content experiences around our brands and to further the conversation with our consumers,” said Jay Sethi, P&G Beauty NA Portfolio Brand Manager.