Another example is Maybelline, which launched a campaign last year to promote its Pure line of cosmetics.

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Recently Maybelline launched a campaign using Apple iAds that allows women to select lipstick colors based on their moods.

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Maybelline invited customers to create polls about fashion or music and share them with friends on a Web site devoted to the Pure products.

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Dame Anita hoped L'Oreal, which makes Maybelline mascara, Lancome skin cream and Armani and Ralph Lauren fragrances, would be able to bring its technological expertise to Body Shop's food-themed products.

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Model Amy Wesson, Maybelline face Jessica White and former male model Ashton Kutcher were discovered at the International Modeling and Talent Association convention, held twice a year in New York and Los Angeles.

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