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This article was originally published in The Rose Sheet

Executive Summary

Thierry Mugler launches interactive Web platform to "spark creative exchange among women" that could lead to new products, French firm notes. All functionalities will be available in June, designer says, and content will evolve over time, featuring video, photography, articles and posts from users and "influential members of the literary and artistic communities, journalists and leaders of the film and fashion world." After helping to define the Womanity concept through site's "Womanity is..." section, visitors can share their thoughts on contemporary issues in the "Womanity Inspires" corner or contribute to an "idea collage" or "perpetual story" beginning this summer. Site "continues a tradition of innovative experimentation with new media that has become synonymous with the Thierry Mugler brand," company says. Joel Palix, president and head of Clarins Fragrance Group, states: "Developing through this kind of interactive, collaborative space has long been a part of our brand DNA. ... Already with the launch of the Angel Circle in 1992" - a community with close to a million members today - "Thierry Mugler was building an intimate, privileged relationship with its audience." Launching worldwide in six languages, company aims to engage 2 million contributors by the end of the year, with ultimate goal of establishing an "amplified brand," meaning that "products created by the Womanity community become a reality.

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