Rite Aid Embarks on Another 'Extravaganza'

Rite Aid enlisted a horde of relevant brands this spring to stage its second annual “Nail Extravaganza” contest.The drugstore chain corralled 12 manufacturers to participate in this year’s promotion: L’Oreal USA (through its Essie, Maybelline and L’Oreal Paris brands), Coty Inc. (Sally Hansen), Revlon Inc. (Revlon and Sinful Colors), Markwins International (Wet n Wild), Procter & Gamble (CoverGirl), Research Lab (Julie G and Jesse’s Girl, the latter a Rite Aid exclusive), CCA Industries (Nutra Nail), Kiss Products (Kiss), Pacific World (Sensationail), Blue Cross Beauty Products, Pretty Woman USA and Yiwu Yunian Commodity Factory (Pink Armor).The contest required entrants to submit photos of, and names for, homemade “nail art” designs to a promotional website (riteaidnails.com) from May 13-24. Concurrent public voting selected 20 finalists to submit new designs by June 6 and undergo a second round of public voting from June 10-20. Those results and evaluations by judges from Julie G, Kiss and Revlon determined three winners whose designs will be showcased in a future Rite Aid email. Melville, NY-based Don Jagoda Associates handled.The grand-prize winner also received a $500 store gift card, Wellness+ Gold status for one year (making her eligible for 20% off all in-store purchases) and two packages of nail-care product. Two runners-up got $100 store cards, Wellness+ Gold status and one product package. The other 17 finalists earned $50 cards.Supporting circular features beginning April 28 and running throughout May promised Wellness+ loyalty cardholders $10 in +UP Rewards with purchase of $30 worth of nail polish from the participating brands. Shelf signs touting the Extravaganza identified eligible products in stores. Rite Aid also teamed with relevant websites and blogs such as Workplaypolish.com, “The Polished Mommy” and “Nailed It” to seed sweepstakes giving away gift baskets of product from partnering brands.Additional marketing support included a tab on the retailer’s Facebook page containing a promotional video for Wet n Wild (starring singer/brand spokesperson Fergie), as well as multiple Facebook and Twitter updates. Jesse’s Girl also contributed Facebook and Twitter updates.Rite Aid hosted the inaugural "Extravaganza" in 2012. (See "Rite Aid Gets a Mani" in Related Articles.)

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