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Maybelline is launching a Web site today for its new makeup line, Pure, that takes a novel approach to engaging teenage girls and young women. Instead of focusing on its products, the cosmetics company is taking a page from MySpace’s playbook and inviting visitors to create and share content.
Built by aQuantive’s Avenue A/Razorfish, the site, WhatisPure.com, will debut with polls on issues close to the hearts of the 18- to 24-year-old female target: beauty, fashion, music and Tom Cruise, among others.
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