WEB BROWSER

TO THE POINT

Oloff Beauty's Web site is both informative and sophisticated.

Beyond the beautiful model and product imagery on oloffbeauty.com, the Web site for the exclusive North American distributor of Barex Italiana, Aetó Botanica and JOC Color Line, visitors can find a wealth of information that is straightforward and user friendly. "We are a specialized company and we want to relay our message as clearly as possible on our Web site," says Guita Dovas, CEO of Oloff Beauty. "It reinforces our brands' identities by being as personal, transparent and truthful as possible."

Barex Italiana is one of the brands featured on oloffbeauty.com.

The colorful site provides detailed product information for each line, a scrolling list of the newest salons to carry Oloff Beauty products, news and events, press bites, testimonials, a salon locator and information on the company's educational offerings for salons. "Our mission is to provide information to the serious professional who is seeking exclusive high-performance products," Dovas says.

The newest feature of the site is a page detailing Oloff Beauty's participation in Mercedes-Benz Spring '09 Fashion Week in New York City, a first for the company. "Our Barex Stylist Team created noteworthy styles for the Joanna Mastroianni runway show," Dovas says. "As a forward-looking leader in the industry, we will continue to be a force in this prestigious event that was reserved for bigger corporations for far too long."

So what's on tap for the months ahead? Dovas says that Oloff Beauty will launch chat functionality so that industry pros can exchange ideas, network and interact with retail consumers. More significant changes are also in the works. "We have a major unveiling scheduled for Spring '09," she says. "Keep checking in periodically!" —L.A.