Get A Happy Face With St. Ives Elements Promotion

Post by Guest Blogger Donna DeClemente of Donna's Promo Talk

Developing and reviewing interactive promotions is one of my specialties and I write on my blog about many of them as they are executed in the marketplace. I've been saving some interactive promotions that are geared to a female audience to write about here on Lip-Sticking because, well this blog is all about marketing to women online.

So what is it that women really want, anyway? That's the key question that both men and marketers (many who are women) keep trying to answer as they develop female targeted promotional campaigns. Well I found one that I think gets really close to the answer.

Alberto Culver's St. Ives recently launched a new skincare line, St. Ives Elements, and has built this interactive website, GetAHappyFace.com, to introduce the line to women. Instead of creating the normal ad campaign we've seen over and over showing beautiful women in print ads that have been PhotoShopped in order to show flawless skin and bodies, they're betting on the Internet to get their message out. We all know that women are online today...they're shopping there, they're socializing there, they're reading, they're reviewing products and services, they're online more than at the department stores these days. So, what better way to reach these savvy female consumers?

The GetAHappyFace.com website is built around that theme and offers ways to help us "keep our face smiling". There's a quiz you can take to see how your lifestyle fits in with a happy face and then it offers tips for easy, everyday skin care. I took the quiz and ended up with a "Pretty Happy Face", so I have some improvements I can make with my lifestyle...don't we all? The quiz is done is a fun way and the tips include those for skin, hair, make-up and style.

Now the really fun part comes with some of the new media technology that they've incorporated into the site that also does the job of showcasing each product. Here's what they have:

A downloadable weather/UVB widget which tracks UVB levels to help determine how much sunblock you need, and of course what to wear. At the same time it introduces us their Protective Cleanser.

"Go to Bed Happy" text message you can sign-up to receive by submitting your phone number and your bedtime. While you do this it introduces you to their Olive Cleanser which is, of course, a product to use before bedtime.

The Fresh-Start customizable widget helps you to set fresh, new goals while at the same time introduces you to their Microdermabrasion Scrub.

An “olive you e-card” is available to send to loved ones which expresses how much you "olive them" and tells the recipient that "you give me a happy face". It also introduces their Olive Scrub product.

Their Warming Scrub product invites visitors to enter a sweepstakes promotion for a chance to win a Holiday Getaway package that's a trip for two to Hawaii. The online entry form also does the job of collecting contact info and asking for permission to sign you up to receive future info on their products, to receive the Elle.com newsletter and thirdly, to receive info from Elle on other offers and promotions from third parties. Elle is the official sponsor of the sweepstakes and they've done a great job of asking for visitor data by providing various levels of opt-ins. This is really the number one objective that most marketers are trying to achieve when developing an online sweepstakes.

The website also features this very pretty, soothing music that plays in the background as you travel through the site. And there's a few other downloadable treats such as: an exercise routine with illustrations in a PDF file; for sleep a relaxing screensaver featuring a crescent moon and stars floating by; for laughter an adorable video of a toddler laughing really hard. Click here to see the video and smile. The child's laugh is very contagious!

Digital content marketing firm, EVB San Francisco, is behind this GetAHappyFace.com campaign from Alberto Culver as well as some of the company's other brands. It's no surprise how great this site is since they're the same company that was part of the team behind OfficMax's Elf Yourself holiday campaign - the largest viral marketing program to date. I'm assuming most of you are familiar with this campaign since it was such a huge hit with consumers as well as the media. If you'd like to read up on the results of it you can visit my blog post here about the promotion.

Well, ladies let me know what you think of St. Ive's Elements interactive campaign, and while you're at it enter here for a chance to win the Hawaii trip. You have up until June 7th. Now, isn't that a trip we'd all love to win?

Comments

[Donna DeClemente]

Thanks "Skin Care" for the tips on keeping your skin healthy.

[Skin Care]

The importance of keeping your skin healthy can't be overemphasized. It's the body's first defense against disease and infection, and it protects your internal organs from injuries. It is, in fact, the largest organ in the body. Skin Care Treatment helps to your body temperature and prevents excess fluid loss, and it also helps your body remove excess water and salt. Most women strive to keep their skin looking youthful. http://skin-care-treatment-natural-tips.blogspot.com

[Ardith]

Dear Donna,

Alberto Culver owes you a favor. Being a St. Ives fan I checked out your link for the new products...and then proceeded to go out and buy them. So thank you much for the heads up.

Regards,

Ardith

P.S. To Yvonne and all of you guest bloggers, thank you so much for making my day, every day.