The website, at www.lge.com.au /airconditioning, launched on Saturday to coincide with the beginning of summer, and while it includes a handy page to explain the technical jargon with which consumers are spoon-fed when shopping for an air conditioner, it doesn't offer any information about LG's air conditioner range.

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"LG has been the number one air conditioning manufacturer globally for 7 years in a row now and we want to make sure that Australians who are considering purchasing one of our products have all the information they need to make the best choice possible for their needs," said LG Electronics category manager air conditioning, Janelle Dilger.

The website's missing pieces should be finalised by the end of the week when consumers will receive the full benefit from an otherwise attractive and inventive microsite.

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The website launch was timed to coincide with the launch of LG's Artcool Mirror – the latest addition to the Artcool range which offers attractive air conditioning solutions for style conscious households.

A handy virtual tour allows consumers to see what each air conditioner looks like in a household environment.

"While cutting edge technology and cooling efficiency are the primary considerations when selecting cooling options, we recognise that aesthetics play an important part in the selection process too.  Our new site provides consumers with the opportunity to play with colours and layouts so they can see how their new air conditioner will look in their home," said Dilger.