The US-based company has distributed to the region in the past but will now have a specialised website to allow Canadian consumers easier access to its Vitabath products.

The move provides an example of a manufacturer attempting to use another sales channel to go directly to customers.

The creation of the website will enable the company to provide potential customers with more information about its Vitabath bath and body product range. A large volume of consumers cite ease and convenience as main drivers behind product purchasing, according to studies.

Esscentual brands will ship the bath and body products from a Canadian distribution centre in order to allow for faster delivery and to maintain the convenience factor that is associated with online shopping.

Internet analyst Forrester Research recently stated that the Internet has now become a "marketing beast".

According to the study the average beauty product consumer favours online media portals over traditional media as a means of obtaining product descriptions for cosmetic products .

The study concluded that companies such as Esscentual Brands are wise to develop marketing strategies based on the Internet.

With 42 per cent of Internet beauty buyers allegedly sharing and telling friends about products discovered, the study is encouraging manufacturers to embrace the trend and capitalise on the lucrative "word of mouth" marketing tool.

The Forrester study advised manufacturers to go further and develop a relationship with their consumers by trying new and innovative ways to allow the consumer to relate personally to the site.

With cosmetic and beauty products coming in as third most researched and bought product behind books and clothing on the internet in the last three months, manufacturers are urged to "keep in regular relationship driven contact with consumers, and to try 'new' moves to add value to products".

For example collaborative and interactive decision tools that allow the consumer to relate personally to the site, such as Maybelline's initiative to allow buyers to upload a photo so they can test the cosmetics.

Many cosmetic giants have already altered their marketing strategies accordingly to captilize on these beneficial browsers, with companies such as CoverGirl from Procter and Gamble offering online chats with beauty consultants.

However, manufacturers are now being advised that, to take their brands further, they need to 'deepen the dialogue' and to profit from the female consumers willingness to communicate.

Virtual cosmetic wardrobes are mooted as the way forward, suggesting that they would allow women to 'try on make up and share', before ultimately buying the cosmetics brand.