BeautyMerchant.com Joins EarthLink Mall

BeautyMerchant.com, the latest entrant into the online beauty products sector, announced Monday an advertising agreement with EarthLink, whereby the discount cosmetics e-tailer will be featured in the ISP’s newly re-designed mall.

The deal is aimed at placing BeautyMerchant.com in front of the eyes of EarthLink’s 1.5 million members. The mall is linked from a personalized start page available to the ISP’s subscribers, and it’s also accessible to the general public.

The agreement includes banner ad rotations and hot deals rotations, along with placement on the “More Stores” links. Financial terms of the deal were not disclosed.

BeautyMerchant.com, which just launched this week, isn’t placing all of its promotional bets on EarthLink. It’s conducting a promotion whereby entrants can win a year’s worth of free cosmetics. The company has also begun production of a 30-second TV commercial expected to air nationwide next year.

BeautyMerchant.com competitors include Beauty.com, iBeauty.com, Reflect.com, and a host of others.

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