The BeautyLive channel will run within MSN's portal, which is used by more than 13m people in the UK every month. It will give L'Oreal a platform to market existing and new brands and to build a relationship with MSN users through a range of online mechanics.
L'Oreal will use the channel to market brands including Maybelline and Garnier, offering beauty tips, reviews of L'Oreal's latest products and application techniques from beauty experts.
It is planning to roll out interactive marketing for its L'Oreal Paris brand on MSN within the next few months.
L'Oreal will use MSN's Messenger service and its web-based email service, Hotmail, to send beauty advice and alerts to women who opt in to the service.
L'Oreal will promote the channel through on-pack marketing on all Garnier, Maybelline and Lancome packs in the next few weeks. It is considering using the web site address as part of its future above-the-line ads.
MSN will promote the channel across its portal over the next few months and expand it to other European markets after Christmas.
Chris Ward, MSN UK's commercial director, said the tie-up was important to prove the value of the internet to major advertisers still sceptical of the medium. "This will prove the case to major brand advertisers that online can work for them," he said.
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