THE WEB’S EVER-EXPANDING STYLE: Fashion and beauty Web sites such as Glam.com and Style.com now have yet another competitor for those prized ad dollars. AOL is relaunching its style and beauty site, StyleList.com, and further increasing its coverage to include videos, photo galleries, quizzes and tips on trends, hairstyles, shopping and celebrity style. In addition, makeup artist Carmindy from TLC’s “What Not to Wear” has been tapped as a beauty expert. “We are already the premiere destination for style on the Internet,” claimed Laura Eisman, editorial director of StyleList.com. “Advertisers like the new direction and more robust platform. Levi’s is on as a launch advertiser and they are also advertising during the holidays.” Since joining StyleList.com in October, Eisman has tripled traffic and page views are also up.
As part of the AOL Living network of sites, StyleList.com is number one, said a spokeswoman, with more than 3.8 million unique visitors a month, according to comScore Media Metrix. The AOL spokeswoman added that the site considers its competitors to be glamour.com, cosmopolitan.com, instyle.com, Glam.com and Style.com. StyleList.com already partners with Condé Nast and Hearst by featuring their magazines’ content and Eisman said AOL is in talks to further develop those relationships. “Unlike other sites out there, we are trying to appeal to a larger audience,” said Eisman.
— Amy Wicks