Contest announcement (TV commercials, TV program, public transportation advertising, websites, and blog parties).Careful selection of winners.Presentation of beauty product awards following the announcement of 2,007 winners at a ceremony attended by the mass media.Positive buzz generation and winner activities reported (by public transportation advertising, events, etc.).

Campaign Results: Winners who told others about the wonderful products they received: 97% of people who heard about products and later purchased them: Approx. 20%