Context: MaxFactor, the ‘Make-Up of Make-Up Artists’, was looking to bolster its web presence to women aged 20 - 44.

Objectives: drive trial and build ‘Make-up Artist’ equity.

Issues to solve: different consumers need different looks/shades, mis-application of cosmetic products causes dissatisfaction with brand, convince consumers of ‘Make-up of make-up artists’ equity.

Answer: MaxFactor.co.uk created to exude beauty and drive online sample requests. 'Create the Look’, videos on how to apply, make-up artist tips, ‘your look’, contests tied into movie sponsorships. MaxFactor Club for ongoing email communications.Results: In just three months the site has had more than 330,000 visitors and over 50,000 Colour Adapt sample requests. The site is now being localised across Europe.