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Unilever/ivillage.com

Executive Summary

Substance.com beauty site to launch late spring under joint venture agreement, the companies announce Oct. 18. Substance.com will replace ivillage's existing Beauty Channel with deeper, more personalized editorial content and expert advice. Substance.com, headquartered in ivillage.com's New York City office, is headed by CEO Sanjeev Mehara, Unilever's former North American finance head for personal wash, skin and oral care. Alan Gravely serves as VP-business management. The joint venture was announced in February (1"The Rose Sheet" Feb. 21, p. 7). Substance.com is expected to be profitable three years after launch
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