P&G vet looks to build a Google for the beauty-care business.(News)(Procter & Gamble Co.)(Emrah Kovacoglu speake about TotalBeauty.com )

Advertising Age, July, 2007 by NEFF, JACK

Byline: JACK NEFF

jneff@adage.com

A former Procter & Gamble Co. marketing executive is out to make sense of the jumble of tens of thousands of beauty-care products-and create the industry's killer digital media app in the process.

The fall launch of TotalBeauty.com aims to catalog and update in real time the vast array of beauty products; review as many as possible in-house; have visitors review them on their own; and provide a "personalization engine'' that lets people sort through them in categories such as price, "eco issues,'' and skin and hair type.

Though the mechanism is different, the ambition is like that of Google's mission of organizing all the world's information-yet focused only on the highly fragmented $42 billion...

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