GetLippy.com is positioning itself as the younger sister of Handbag.com and will target 18- to 24-year-old women who, accoridng to the company, aim to "look good, feel good but not necessarily be good".
The site will offer readers seven areas of editorial including; Celebville, with celebrity gossip; Life and Love, which will give advice and daily horoscopes; and Get Gorgeous, with fashion and beauty ideas.
Site editor Kate Creasy said: "GetLippy.com will meet the needs of young, energetic and go-getting women because it speaks to them exactly in their language. GetLippy gives them what they want: a snapshot of what's hot in the worlds of fashion, beauty and celebrity, while offering responsible and ethical answers to some of their more serious questions."
The site is being sponsored by Impulse body fragrance until September, with the brand advertising its repackaged range on the site ahead of a wider advertising campaign in June.
Nicola Pearson, UK brand manager for Impulse, said: "GetLippy.com is offering something completely fresh and new for young women and I'm convinced that the site will be loved by our shared target market."
Other advertisers on the site include L'Oreal, Nivea and J-Lo Glow.
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This article was first published on brandrepublic.com