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DirectNet Advertising Tapped to Enhance Cosmetíque’s Online Presence, Launch Internet-based Marketing Program
Posted: 8/14/2002

Posted By: RFB Communications Group, Inc. Contact: Elizabeth Roop
Phone: 813-259-0345 Email: lroop@rfbcommunications.com

ST. PETERSBURG, Fla. – (August 14, 2002) – DirectNet Advertising and Cosmetíque have entered into a strategic alliance to bring the direct mail beauty club’s products, programs and services to the Internet, including enhancement of online presence and development, implementation and management of online advertising and email marketing campaigns.

“We are excited by the opportunities this relationship presents for both DirectNet Advertising and Cosmetíque,” says Paul Soltoff, president and CEO of DirectNet Advertising (DNA). “Cosmetíque has been a huge success in the direct marketing industry for 30 years. This is a wonderful chance for us to join with them to flex our creative muscles and use our proprietary technology to create an online direct marketing program that will leverage on the long-standing and proven successes Cosmetíque has enjoyed with its numerous off-line direct marketing models.”

DNA has already completed enhancements to Cosmetíque’s online presence through the creation of mini websites to serve as landing pages for each marketing campaign. Work is also underway on the creative for the first marketing campaign, including web-based and email advertising, to promote the company’s Beauty Club. That campaign is expected to launch in early August, followed by additional campaigns to promote Cosmetíque’s Energie Vitale Treatment Club.

The alliance with DNA marks Cosmetíque’s first major foray into online advertising and email marketing. Past efforts centered on direct response campaigns such as package inserts, direct mail solos, and telemarketing. In fact, Cosmetíque mails more than 150 million solicitations each year, and has marketing relationships with other leading marketing organizations targeting female consumers, including: Hosiery Corporation, Grolier, Newport News, Columbia House, Swiss Colony and Timelife.

“Cosmetíque is in a strong growth mode, and we wanted to take full advantage of the opportunities that growth presents us by opening new sales and marketing channels. The Internet was the obvious choice. And DNA, with their stellar reputation and track record of success, was the obvious choice to get us there,” says Anthony Abate, Cosmetíque’s chief marketing officer. “We are confident that DNA’s campaigns, coupled with a revitalized web presence, will succeed not only in getting information about our products and services in front of a new audience, but will do it faster and more cost-effectively than traditional direct mail.”

Based in Vernon Hills, Ill., Cosmetíque (www.cosmetique.com) is the leading national direct mail beauty club, as well as a leading marketer and creator of its own private label brand cosmetics. The Company serves more than 1 million customers and ships more than 3 million beauty kits annually.

A division of St. Petersburg, Fla. based SendTec, Inc., DirectNet Advertising (www.directnetadvertising.net) is one of the nation’s largest performance-based direct marketing service providers, with an extensive background in customer acquisition for consumer products and services offered by such client companies as Shell Motorist Club, Rhino Linings, Chronic Care Solutions d/b/a Diabetic Supply of USA and Pedigree Dog Food.

DNA develops highly scalable, automated and cost-effective systems and technologies to produce volume customers for advertisers, as well as revenue for web publishers and broadcast television and cable networks. The Company’s offerings are delivered daily to millions of consumers through its syndicated network of more than 40,000 web sites; targeted email to 60 million opt-in consumers; its own email database of more than 8 million, and airings to millions of television households nationwide.

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