Reflect.com was Procter & Gamble's first major e-commerce initiative, aimed toward occupying a unique niche in the online beauty space. They envisioned a content-rich site that would revolutionize the way women buy beauty products. Reflect.com was a new brand that needed fresh and innovative ways to build awareness and sell their products. Critical Mass helped create a Reflect.com brand identity that permeates the site as well as Reflect's print, e-mail and banner advertising campaigns. Imagery and concept - which stand in contrast to generous white space - transcend the literal to communicate ideas or evoke unexpected reactions. The net result is a strong yet subtle brand presence that turns everyday e-business into something new to the Web: a delightful balance of creative flair and e-comm functionality. Critical Mass developed a one-of-a-kind, truly revolutinary online environment where users work hand-in-hand with Reflect's beauty advisors to create an organizer that allows them to save purchasing information and made-to-order products. This allows them to quickly purchase their favorite products each time they return to the site.