by Andrew Redfern @ 19th February 2008 9:17 am

MSN has entered into a partnership with Bolsa de Mulher, a company for female solutions focused on developing contents, services, communities and tools related to the female universe. Canal Mulher ( http://msn.bolsademulher.com) of MSN.com.br portal will have special articles on many subjects discussed by Bolsa, such as love, sex, pregnancy, beauty, home and family, style, finance for women and other.

In addition, Canal gets room for communities with forums, blogs, articles, videos, etc, promoting the
interaction among readers about their life experiences. Bolsa de Mulher is the first female social network in Brazil.

The strategy adopted by MSN portal follows the increase of female interest in the Brazilian web. In 2000, women represented 37% of the total people who purchased products via Internet. Currently, this figure raised to 45%.

The products themselves have changed as well — former absolute leaders (books, CDs, DVDs, consumer electronics, audio and video) are being replaced, little by little, by perfumes, cosmetics, personal care, home appliances and portable electronic devices. The MSN home page, the most visited in Brazil since August 2007, according to Ibope/NetRatings, expects to attract a greater number of internet users with specialized news.

“The alliance strengthens the market renovation scenario, in which the woman has an important role in purchase decisions, based on solid information and deep analysis, which the portal and Bolsa de Mulher will offer”, says Andrea Fornes, executive producer of the portal.

To Andiara Petterle, Bolsa de Mulher’s CEO, the partnership with MSN portal reinforces the importance of women in the online market. “Our challenge is to acknowledge internet users’ style and develop contents to make their lives easier and happier”, says Andiara.

“The partnership allows attracting more users and offering practical solutions to what they are looking for”, she says.

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