L'Oréal USA and Demand Media Announce Pioneering Partnership That Connects Brands with Beauty-Seeking Consumers at the Point of Intent

Largest Multi-Branded Initiative to Date by L'Oréal Includes Exclusive Media, Original Content & Innovation-Driven Programs to Empower Women with Personalized Beauty Solutions

NEW YORK & SANTA MONICA, Calif., May 13, 2011 (BUSINESS WIRE) -- L'Oréal USA and Demand Media(R) (NYSE: DMD) today announced an innovative, multi-dimensional partnership combining custom content and exclusive media designed to connect L'Oréal brands with women seeking personalized beauty solutions. The partnership will launch on two of Demand Media's properties - typeF.com, and the eHow Style channel. In addition, the original content will be available on a YouTube channel created especially for L'Oréal USA by Demand Media. Using its innovative publishing platform, Demand Media will create and deliver contextually-relevant L'Oréal messages to women who are at the point of intent, the moment before site visitors are ready to take action.

"This collaboration goes beyond any online initiative we've undertaken to date because Demand Media offers something no other partner could; the ability to deliver highly-focused beauty content that is personalized for each consumer and presented in the context of their individual needs," said Marc Speichert, chief marketing officer of L'Oréal USA. "This exclusive partnership is an opportunity for all of our brands, small and large, to be present whenever consumers with specific needs are seeking beauty information. It's a unique experience that delivers true value to our key consumers."

Through its proprietary publishing platform, Demand Media is able to listen to consumer signals expressed via their actions online through search queries and in social and mobile applications. After reviewing the millions of signals women are sending about their beauty needs and interests, Demand Media uncovered five key areas for which women are consistently seeking beauty related content: Hair, Eyes, Skin Care, Face, and Lips. Based on these learnings, Demand Media will create an original, high-quality video series for L'Oréal featuring brands such as Maybelline New York, Garnier, Redken, Lancôme and others that will provide relevant, helpful advice and practical how-to information. The exclusive video series will be featured on typeF.com, L'Oréal's YouTube channel and on L'Oréal sites. This model enables advertisers to reach consumers when they are actually finding what they are looking for online - at a point where intention is likely to be higher.

"Beauty is an exceptional category for us because it is so specific and so personal to each individual. Listening to people who are actively looking for information to help them - and then delivering on that need, is what Demand Media does," said Joanne Bradford, chief revenue officer at Demand Media. "L'Oréal has the same approach as they bring products to market - they deliver tailored, personalized products for every woman's unique skin tone, eye color, etc. Together, we are bringing that same strategy to L'Oréal's consumers online."

The exclusive campaign will match the newly created content with the unique voice of each Demand Media destination. typeF.com is Demand Media's recently-launched beauty and fashion destination created in conjunction with Tyra's Bankable Enterprises, and the eHow Style channel is a leading online destination for practical, trusted style and beauty advice on eHow.com. eHow Style is uniquely able to provide consumers with practical, action-oriented information, and typeF.com engages with women at a personal and social level.

About L'Oréal

L'Oréal USA, headquartered in New York City, with 2010 sales of over $4.7 billion, is a wholly-owned subsidiary of L'Oréal SA, the world's leading beauty company. In addition to corporate headquarters in New York, L'Oréal USA has Research and Development, Manufacturing and Distribution facilities across seven states in the U.S., including New Jersey, Kentucky, Arkansas, Illinois, Ohio, and Texas. Between L'Oréal USA and all of its subsidiaries, there are over 9,800 employees.

L'Oréal's impressive portfolio of brands includes Lancôme, Giorgio Armani Beauty, Yves Saint Laurent Beauté, Viktor & Rolf, Diesel, Cacharel, L'Oréal Paris, Garnier, Vichy, La Roche-Posay, L'Oréal Professionnel, Kérastase and Shu Uemura Art of Hair. The U.S. is the base for the product development, international marketing and advertising for L'Oréal's eleven American brands: Maybelline New York, Soft-Sheen. Carson, Kiehl's Since 1851, Ralph Lauren Fragrances, Essie Cosmetics, Redken 5th Avenue NYC, Matrix, Mizani, Pureology, SkinCeuticals and Dermablend. For more information visit:www.lorealusa.com.

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a leading content and social media company. Through its owned and operated web properties reaching more than 100 million monthly visitors, global network of digital partners, and innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, Chicago, IL, New York, NY and London, UK. For more information about Demand Media visit:www.demandmedia.com

SOURCE: Demand Media and L'Oréal USA

Demand Media Contact:
Wadooah Wali, 310-917-6430
L'Oréal USA Contact:
Suzie Davidowitz, 212-984-4105