Members of Stardoll can add DKNY and Sephora to their online shopping haunts as the two brands set up a virtual shop at the site’s “starplaza.” Each company has signed a one-year lease on virtual space with DKNY already showing virtual versions of its real-world fashions including belts, berets, blouses, dresses, jackets, skirts, and sweaters to Stardoll’s community of more than 10 million teen and tween members. Sephora will launch its virtual storefront in the coming weeks with a wide selection of lip, eye, and face makeup in a variety of colors for different complexions. Each season, DKNY, Sephora, and the Stardoll illustration team will unveil several new collections of fashion designs and beauty products, which will be promoted on the Stardoll homepage and sold for “Stardollars”—the site’s virtual currency based on real money.
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