An interesting trend seems to be developing in the online version of celeb weeklies — sponsorship courtesy of beauty products.

In fact, today we learn that both Us Weekly and Star are sponsored by Neutrogena. (Wait, couldn't create a problem if one of the product line's reps end up splashed across the tab pages?) Even so, those at the head of the celeb masts don't seem too concerned about issues of competition.

Company insiders hasten to add that Wenner chairman Jann Wenner warmed up to the Web once he saw positive results from Us Weekly’s Oscar microsite that went live in March. Neutrogena sponsored the site, which generated over 100,000 page views in its first day …

… Neutrogena, a Star magazine advertiser, is also a sponsor of the program as part of an added-value deal. “We want to show advertisers the number of people that come to the site and translate that to the number of consumers that buy their products,” said publisher Michelle Myers

Isn't it great when publishers come right out and express the fact that their loyalties lie with the money?

Celeb Titles Bulk Up On Web [Stephanie D. Smith, Mediaweek]