Rite Aid Gets a Mani

Rite Aid just wrapped a seven-week “Nail Extravaganza” that enlisted a host of brands for a contest seeking the best nail art design.Home page carousel ads on riteaid.com in May invited consumers to “Put Your Best Nails Forward” for a chance to win a grand-prize $1,000 store gift card. The ad linked visitors to a dedicated website (riteaidnails.com) to enter the “Rite Aid Nail Enthusiast” contest from May 10-25 by uploading photos of original nail designs along with names and descriptions.Ten finalists were selected by nail experts from three participating brands: L’Oreal’s Essie, OPI Products’ flagship and Research Lab’s Jessie’s Girl (the last a Rite Aid exclusive). Those entries were presented on the site, the chain’s Pinterest board and a dedicated section of its Facebook page, where public voting from June 13-19 determined the grand-prize winner. In addition to the store card, the winner also earned a chance to share nail expertise through Rite Aid’s social media vehicles. Don Jagoda Associates, Melville, NY, handled the promotion.The still-active promotional website showcases the logos of participating brands, which also included Revlon Inc.'s flagship; Sally Hansen; CQ Cosmetics’ flagship, Petites and Chameleon; Pacific World Corp.’s Crayola by Fing’rs; Pretty Woman; Kiss Products’ flagship; and L.A. Girl, among others. It also offers a “Nail Studio” that lets visitors test colors from 20 different brand palettes on their own skin tones, as well as a quiz that matches nail colors to personalities. Links to Pinterest, Facebook and Twitter prompt visitors to write a message and share the "Extravaganza" with friends.Rite Aid offered Wellness+ members $10 in +UP Rewards with cumulative purchase of $30 in nail polish or art from May 6 through June 1, and ran the incentive again from June 2-23. A variety of shelf signs and circular features supported. The retailer additionally delivered about 20 digital coupons for nail products (such as $1 off the purchase of Revlon Sinful Colors nail enamel) via email and Facebook.

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