is a new online publishing asset of the Hannan familys Independent Digital Media (IDM), covering beauty products, advice, news  and trends, and not crossing into the cluttered online territory of women’s general interest. claims to be the first site to use interactive video beauty ‘how-to’s’ and celebrity beauty confessions, and the concept and development of the site has been led by former ACP Magazines online editorial director Marguerite Kramer.

As publishing general manager, Kramers depth of experience in online fashion and beauty made her a natural fit for the role. She was managing editor for US Harper’s Bazaar before joining US based online shopping portal as vice-president and editorial director.

At ACP Magazines in Australia she was responsible for the launch of,,,, and several corporate websites for the group.

And it seems that advertisers appetite for properties that target the affluent female fashion and beauty market segment is large. has attracted premium beauty advertisers, and the site is sold out at launch time. Its foundation advertisers are Estee Lauder group, GHD and L’Oreal Luxury group.

IDM CEO David Burkett says: The rapid migration and uptake by women of online was a key business opportunity for Independent Digital Media. Marguerite has a unique combination of understanding the business model of making online work and also the need for innovation and editorial quality. encapsulates all the right elements and we believe leads the world in online beauty pure plays.

The launch of ties in with recent research that suggests that cosmetics are increasingly shopped for or at least discovered online. Research by international market research company NPD Group revealed
that one in 10 women across all age groups shop for beauty products
such as make-up, skincare and fragrances online. There is also evidence
that baby boomers are increasingly researching online for anti-ageing
products. And 65 percent of Australian women research products online
before they buy in stores or online.

Even though women still enjoy the ‘touch and feel experience’ of bricks and mortar, they can make more informed purchase decisions via an online community offering a variety of entertainment and engagement mechanisms such as video, rate and review, send to a friend, wish lists, shopping lists and ‘ask & answer’, Kramer says.

The site is edited by Zoë Foster of popular blog She was previously beauty director for Harper’s Bazaar and before that beauty and lifestyle editor for Cosmopolitan. Zoë last month published her first novel, Air Kisses through publisher Penguin.

Foster champions the capabilities of the site, which she says give it a broad appeal to both younger and older women.

PRIMPED is a new generation online beauty destination. It offers levels of interaction to appeal to a broad demographic. Visitors can use the site as editorial only, browsing product information and news, they can step up a level and post reviews and tips or they can dive into social networking and build their own members section. These features make PRIMPED an exciting new online model, says Foster.

True to the pure-play online environment, there will be no above-the-line advertising activity for the launch of PRIMPED. A consumer competition will launch with the site to generate consumer appeal and marketing will focus on ambient, online and unique viral campaigns. went live on August 18, 2008 and the launch campaign begins Monday August 25.