To create an online relationship between Helene Curtis and women that translates into increased credibility and appeal for her brands. We needed to establish a relationship via helene vs the rands allows us to be relevant, relatable and personal to consumers. We needed to create the virtual Helene.Solution:The content/design of site is fun, provocative and consumer-centric. It introduces Helene as a destination site that offers hair, beauty and fashion content from a girlfriend, not a brand. We built a community of 'girlfriends' through monthly outbound email communications. Incorporated "For tips & talk, visit helenecurtis.com" on all branding communications. The result were successful. The team created the personality we intended. A dramatic increase in the perception that Helene is "fun, innovative and someone women want to be friends with and a hair cre expert" based on results assemled after our launch.