Procter & Gamble is tapping into consumers’ desire for individualized, customized beauty and fashion with a new website, StyleUnited. The beauty firm says the site will serve as an online destination for this unmet need, but will also look to provide invaluable information on how a woman shops. CEW Beauty Insider spoke with Charlie Chappell, associate marketing director at P&G, to uncover P&G’s interest in its bold online endeavor.

Why a fashion/beauty website? Women continue to tell us they turn to a number of websites every day for their beauty and fashion needs, and none recognize the complete picture...