The site, which goes live this week, has been overhauled by ad agency BDH/TBWA's digital division, Digerati. It will use the Bathtime range's above-the-line strapline 'Where will your Imperial Leather Bathtime take you?' to target women aged 25 to 40.
A combination of sponsorship and rich-media ads including the Eyeblasters format will run across sites such as iVillage UK, handbag.com, Femail and iCircle. Outrider handled media.
Sampling activity will follow to build the brand's database, and a TV campaign is planned for next year to promote the site's web address and drive viewers to request samples online.
"The site will fully integrate with the above-the-line work," James Dukes, brand manager at Imperial Leather, told Revolution. "We will use a mix of sticky content to increase brand awareness and encourage trial, while also capturing visitor lifestyle information."
Features on the site, which will emphasise indulgence, will include a daydream generator and a competition to win a Bathtime hamper.
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